Cultural Moments Refresh
As part of the broader 2025 brand refresh, Cultural Moments needed to align with the new brand system before future moments were handed off to an agency.
We established brand guidelines covering typography, layout, backgrounds, and photography, then I applied the full system to Black History Month as a reference point.
Scope
Design System
Digital Templates
Campaign Creative
Motion Design
Tools
Figma
Illustrator
Photoshop
After Effects
PowerPoint
The refresh uses ServiceNow's mid-gradient backgrounds the give life to the moments.
To display the moment name, we created a sticker system comprised of glass shapes, with the name wrapping with the shape around an icon appropiate to the moment.
For the layout, the headline should be the most compelling part of the design, either placed dynamically, or framing an image.
The image should be bold and dynamic to highlight individuals, or AI-generated when the moment is about an idea or concept.
When a moment calls for multiple photos, contained images are used together.
For moments with strong ties to the past, historical photos are used.
Digital and motion assets were created for Black History Month as an example of the new system.
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