Rubik’s
Adventure Every Turn
Social Campaign & Toolkit

Project Summary & My Role

Visual & Motion Design
Art Direction & Brand Guardian

The iconic design classic Rubik’s needed a rebrand and approach us to create a new creative platform to gain relevance with a new generation.

Say hello to “Adventure Every Turn” – A campaign that made solving the cube fun and engaging for young people, by taking them on an adventure full of twists and turns that helped them become better problem solvers – and proving that it is possible to solve the cube.

I helped to lead the conceptualisation and creation of this new design system. Additionally, as the Lead Motion Designer it was my job to define the iconic Rubik’s motion/transitions, which solve the cube and deliver our message.

Creative Idea

We took a minimalist approach to visual properties of the cube to create a toolkit and set of social assets to refresh the Rubik’s brand and inject new life into a nostalgic classic.

Basing this new visual approach on the Rubik’s cube itself – we used the iconic face of the cube to create a flexible, modular storytelling system. Through the creation of a grid system, utilising the iconic squares and the iconic colours, the product remains at the heart of this design approach.

Social Content

Taking four key elements from the Rubik’s Cube – its squares, colours, motion and sound we told through social multiple stories, reflecting the many adventures within any given solve. I was responsible for the visual design, motion design and delivery of all outputs.

Solve Stories

Through an extended sequence of Instagram stories, “Solve Stories”, we created a fun visual mnemonic to help our audience learn, memorise and solve the cube. I was responsible for the design, motion design and delivery of every solve story. We hired in a great illustration team to create the fun animations for each post.

Video Idents

I created a set of video idents that could act as bookends for any influencer content created - allowing the content to be housed with the “Adventure Every Turn” campaign.

Toolkit

I was integral in defining the toolkit, acting as brand guardian and being responsible for the overseeing all design elements - as well as providing written rational for the new art direction.

Promotional Content

Within the toolkit, I applied the creative to an array of touch point examples that could be used to promote the campaign. These examples included Digital Banners Ads, Site headers, profile images, subscribe buttons and retail examples.