We worked with Converse to concept, design and develop nextStudio, a generative asset creation tool powered by code. Envisioned as a way to activate the flexible design and motion language we created for Converse, nextStudio is a secure web application with an intuitive workflow accessible by Converse and its partners across the globe.
- Creative Direction
- Motion & Animation
- Human Interface
- Cotton Design
nextStudio is comprised of eight bespoke tools that enable users to create on-brand assets from start to finish. The user interface allows manipulation of various inputs and empowers users to easily output still and motion assets in a range of dimensions, for print, digital, and even physical applications.
The user interface was devised specifically to work intuitively across language and geographical barriers. Users are able to easily turn stills into motion assets by drawing and dragging on the canvas. Each tool has a unique number of parameters and elements, and the UI can scale dynamically to meet the needs of each.
Our motion language was informed by our overall strategy for Converse, rooted in the Gen‑Z characteristic of being digitally native. To create a sense of warm nostalgia and inject each movement with a bit of irreverence, each part of the language was designed to be what we coined as ‘Digitally Human’: as if a person had dragged a piece of content across the screen in a social media app rather than the polished feel of professional design software. This style of movement was instantly recognizable to our audience, resulting in immediate relatability.
Our deep collaboration with the Converse team ensures nextStudio remains flexible for the future. The platform itself can easily adjust to seasonal color palettes and graphic lock-ups, and a scaleable development toolkit enables us to concept, create, test and add new tools with speed. nextStudio is a true manifestation of Converse’s core values of creativity and empowerment and allows for efficient, on-brand, democratized expression.