Jeffrey Lei
JDL
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Greater Fools | Branding

Greater Fools is a 30 minute television show currently in post-production for its pilot episode for network television.

Initially contacted to design a pitch deck for fundraising purposes, I was honored with the opportunity to develop the show’s branding from end-to-end. This included a Logo, advertisement posters for fundraising, the pitch deck, and currently in development, the show bible.

 Given the screenplay of the pilot episode, I had an opportunity to really envelope myself into the story that the team was try to tell.  Tones, characters, sentiments, and most importantly, setting were made readily available to me, providing a distinct amount of visceral constraints with which I can abide myself by.

Given the screenplay of the pilot episode, I had an opportunity to really envelope myself into the story that the team was try to tell.

Tones, characters, sentiments, and most importantly, setting were made readily available to me, providing a distinct amount of visceral constraints with which I can abide myself by.

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Reaction Upon Delivery & My Qualms

Reaction Upon Delivery & My Qualms

Given a very short period of time to conceptualize and execute the logo, this initial version was what I had delivered to the client .

The showrunner did like the logo, and for a period of time this is what we used while developing posters for advertising and fundraising.

I, however, found myself uneasy. As time went on, and I became more familiar with the show, a new idea began to develop; one that I knew would be defining and tastefully executed.

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Character Art // Poster Design

Character Art // Poster Design

Given personality breakdowns and profiles by the Writer’s Room, I was tasked with creating a series of posters that is truly representative of each character.

Using Myers-Briggs profiles, their interests, professions, etc., every design is specific to each person, with some similar features between the 4, tying them all to one another.

I was inspired by Milton Glaser’s Shakespeare covers, most particularly the neon on black colors. But I added my own sketch-based flair to it.

All designs were a composite of hand drawings and vectorizations.

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