VEKA

Designed illustrations for animations that explain sustainable options and future obligations.

Role

Visual Designer

Timeline

School final project - Rebranding

February 2024 - June 2024

Skills

Research

Script writing

Sketching and Drawing

Adobe Illustrator

Team organisation

What is VEKA?

VEKA, the Vlaams Energie- en Klimaatagentschap (Flemish Energy and Climate Agency), operates as an internally privatized agency within the Environment policy sector of the Flemish Region. Its main mission is to advocate for and implement sustainable energy and climate policies in Flanders. It plays a pivotal role in achieving the region’s environmental goals, supporting both the public and private sectors in transitioning to more sustainable energy practices.

Challenge

The sustainable topics to be presented are pretty complex and involve a large amount of detailed information. The challenge lies in delivering this content in a clear and concise manner, while ensuring that all key points are effectively communicated within a short timeframe.

Goals

Create short animated videos to introduce and promote different topics about sustainability.

Follow a consistent style, enabling the government to share them across social media platforms and their website.

Present the information in a simple, clear, and accessible way for viewers seeking details on the topics.

RESEARCH

Analysing target audience

End-user analysis reveals a vaste variety of possible viewers

The target audience includes all adult inhabitants of Flanders, making it highly diverse. Research revealed significant variations in age, gender, income, religion, and ethnicity among potential viewers. As a result, creating a detailed persona was not feasible, and the content shown needed to be broad enough to resonate with a wide range of individuals.

“I really should replace my boiler; i's far too old. Could there be a more sustainable option available?”

Anna Zweven (30), teacher

“How could I possibly make more savings while lowering my carbon footprint?”

Jonas Davers (42), CEO

“I just bought a house with my partner. How much time do I have for the required renovations?”

Jessie Maeckelaere (25), engineer architect

“Why should I even get a digital electrical meter? Mine is still working fine.”

Noul Arak (55), electrician

Age residents of Flanders (2024)

Residents with foreign nationality in Flanders (2024): 738.200

Netherland

153.023

Romenia

63.754

Poland

44.629

Ukraine

37.526

Bulgaria

33.574

Developing style

Strategic improvements to minimalistic design enhance both detail and engagement

The client had already had a specific style in mind. An animation had been produced a few years earlier, featuring a distinct illustration style, color palette, and animation approach. Our task was to draw inspiration from that animation, analyze it, and incorporate the same style into our project while improving it where necessary.

The original animation was a 2D video with a minimalistic style, using simple objects and shapes. We decided to upgrade that style by switching to an isometric perspective. This not only modernizes the animation but also allowed us to present the topics in a more engaging and detailed manner.

Pain points

Lifeless presentation

Unrealistic item representation

Limited creative flexibility

PowerPoint-like feel

Causes

2D presentation

Lack of depth

Use of text in animation

Weak storytelling

Solutions

Isometric illustration style

Illustrate more details

Color-use for shadows

Minimal use of text

Create stories

Benefits

Creates creative flexibility

Builds cohesion and dynamism

Helps to engage in storytelling

Visually appealing

Engaging for viewers

Helps present complex information

WORKPROCES

1. Script Development

2. Scene Breakdown

3. Object Sketching

4. Digital Illustration

5. Video Animation

6. Dubbing and Subtitling

Focusing on sustainability and representation

Accessibility and thoughtful design promote inclusivity and drive sustainable behavior

Inclusivity

Inclusivity was a priority for both the client and our team. Given the diverse target audience in terms of nationality, ethnicity, sexuality... our goal was to communicate the content without relying on human figures. When characters were included, we seized the opportunity to represent minorities.

Additionally, by featuring a variety of homes and apartments, we ensured that all Flanders residents, regardless of income, could feel represented and connected to the content.

Sustainability

We further promoted a sustainable lifestyle by incorporating elements like electric cars, bikes, insulation, solar panels, green roofs, and windmills into our animations. These visuals aim to inform and inspire viewers to adopt more eco-friendly habits.