MPA — 100 Years of Creativity
Motion Picture Association
To celebrate a monumental milestone, the MPA needed a unique and impactful digital campaign to bring their "100 Years of Creativity" to life. The challenge was to challenge the norm and create a visual language that could effectively convey a century's worth of vast experience and contributions to film and television. Furthermore, this new design system needed to seamlessly extend brand awareness and connect with other major MPA entities, such as Film Ratings, ACE, and TPN.
Stepping in as the Lead UI/UX Designer, my objective was to establish a comprehensive brand strategy and architecture from the ground up. I focused on "keeping it simple" by developing a clear, intuitive sitemap alongside a robust visual identity and design language. By balancing clean aesthetics with user-centric functionality, I built a design system that unified the MPA’s historical legacy with its modern, forward-thinking initiatives.
The project culminated in the successful launch of the "100 Years of Creativity" live site. The new UI/UX design provided the MPA with a dynamic and engaging digital platform that honored their century-long impact on the industry. The cohesive visual system not only elevated the campaign itself but successfully bridged the gap between the MPA's core brand and its various sub-entities.
