The majority of creative exploration revolved around color, texture, and depth of the logo. Our goal was to match the grittiness of the main IP – mirroring its lighting cues, too – so it reads as one unit. However, the word "RUN" needed to be clearly legible and visually discern this event from others within the Jurassic World portfolio of products and experiences. After considering a textured grayscale treatment, rich blue gradients (allusion to the first film), and the warm yellow-orange pictured below, we elected to run (pun intended 😉) with the fiery pop of color. This decision aligns with the most recent creative direction for the franchise on the market and offers contrast against the rest of the lockup, further uniting all other elements compared to the city/date/length callout.

Assets pictured were created after/as an extension of my involvement in this project. I designed the logo; regional colleagues developed the marketing and promotional materials displayed below.