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Grubhub
OVERVIEW
Grubhub is where the world of food comes together— from diners to restaurants, drivers to corporate clients. I was asked by Greyduck.tv to help Grubhub define the visual language for this B2B explainer video.
WHAT I WORKED ON–
Art direction, Style frames
A Fresh Approach
I wanted to visually reintroduce how each of their B2B segments “moved eating forward.” I leveraged their minimal color palette and simple icons to define a unique visual tone for each business segment, while making sure it felt unmistakably Grubhub.
CONCEPT: MOVING GRUBHUB FORWARD
The opening sequence defines the energy and strong movement of the style. The flowing shapes are the pieces of the B2B segment that become the narrator throughout the story becoming key parts of the style frames.
The diversity of Grubhub's color palette allowed for different restaurant segments to easily be unique.
THE RESULTS
When presented to the client they decided to move forward with an alternate direction that was a safe and more literal interpretation of the script. Although the concept was not chosen, it had a significant impact on the client's perception of their B2B business segment.
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This is great! Love the layout and the visuals, but they may be too much of a departure from our brand."
Rhiannon Z, Sr Manager CXi
