Inquiries
E. alejandrafernandez.pro@gmail.com
IG. alejandrafernandez.work
E. alejandrafernandez.pro@gmail.com
IG. alejandrafernandez.work
Project Overview
Year ✷ 2024
Industry ✷ Tech / SaaS
Client ✷ AB Tasty
Producer ✷ Topovideo Agency
Role ✷ Art Director + Visual Designer
Scope ✷ Brand Film / Motion Design / Visual Development / Launch Video
Animator ✷ Paul Floc’h
Sound Desginer ✷ Nicolas Maurin
Industry ✷ Tech / SaaS
Client ✷ AB Tasty
Producer ✷ Topovideo Agency
Role ✷ Art Director + Visual Designer
Scope ✷ Brand Film / Motion Design / Visual Development / Launch Video
Animator ✷ Paul Floc’h
Sound Desginer ✷ Nicolas Maurin
About
AB Tasty’s new brand era was launched through a brand film designed to express the company’s evolution from a digital tool to a strategic partner.
Commissioned by Topovideo, the project translates the new identity into a dynamic, fresh and colorful visual language, placing human effort and progress at the center of the brand narrative.
The challenge
The main challenge was to visually embody a pivotal moment in AB Tasty’s history: a shift in positioning without losing its technological credibility.
The film needed to balance energy and expressiveness with clarity and maturity, while articulating the brand’s key values - Grit, Soulful and Wise - in a way that felt human, not purely technical.
The approach
I approached the project by framing the brand film as a strategic translation of AB Tasty’s new positioning. Rather than treating it as a purely expressive piece, I focused on building a visual system capable of holding meaning, clarity and energy at the same time.
Typography, illustration and photography were combined into a cohesive visual language designed to feel confident, human and in constant motion. The use of bold compositions and a vibrant palette was intentional: to reflect a brand that has evolved from a tool into a partner, without losing its technological rigor.
Motion design by Paul Floc’h amplified this system in time, reinforcing the idea of progress and momentum, while sound design by Nicolas Maurin added depth and contrast, grounding the experience in a distinctly technological yet human tone.
Typography, illustration and photography were combined into a cohesive visual language designed to feel confident, human and in constant motion. The use of bold compositions and a vibrant palette was intentional: to reflect a brand that has evolved from a tool into a partner, without losing its technological rigor.
Motion design by Paul Floc’h amplified this system in time, reinforcing the idea of progress and momentum, while sound design by Nicolas Maurin added depth and contrast, grounding the experience in a distinctly technological yet human tone.
The outcome
The result is a brand film that clearly signals AB Tasty’s new positioning: dynamic yet thoughtful, expressive yet grounded.
A visual and sonic experience that celebrates evolution, collaboration and the human effort behind technology.
AB Tasty Art Direction + Visual Design 2024
