Design drafts for the event Guldhemmet by Hemnet

Guldhemmet (The Gold Home) is an awards gala that celebrates the Swedish housing industry and is initiated by Hemnet, Sweden’s largest online housing portal.

Onemotion was invited to pitch for the organization of the event. The envisioned concept is an event that blends contemporary urban culture and style with glamour, gold, indulgence, and a touch of hedonism.

My role involved designing the drafts for the graphics that would be broadcasted on the screens during the event, such as when announcing winners, as well as for use on social media to promote the event.

Role
Art direction, 3D modelling, texturing, and lighting

Client pitch
Hemnet, 2023

Team
Creative Director: Tomasz Pieniazek, Onemotion
Event Project Manager: Nathalie Werme, Onemotion
Creative Lead: Wilhelmina Gabriele, Onemotion
Sales Lead: Jessica Eriksson, Onemotion
Art Director: Angelica Zander, Onemotion

Event moodboard.

The Guldhemmet logo and award statuette take the form of a golden house.

In the design for the visuals, the idea is to place the statuette within an urban setting, where it is illuminated by flashes from a camera, creating an association with red carpet photographers.

As we approach, the scene's lighting incorporates colored lights from spotlights, evoking a celebratory atmosphere. The film camera moves closer, sweeping around the statuette, intensifying the sense of its golden shine.

The visual elements of the concept, including the flashes, colored lights, graffiti, and the close-ups of gold, serve as a foundation for creating various visual assets for the event.

An example of how the visual concept can be used on social media before the event to generate anticipation.

Early style exploration

Moodboard.

Before the final concept for the event was fully outlined, I also experimented with an style idea inspired by architectural blueprints and graphic novels. Guldhemmet had used an architectural drawing style in a previous year, and I thought it would be interesting to further develop that concept.

I was drawn to the idea of movie and series title sequences and envisioned a storytelling approach that would dramatize the world of house brokers through an animated motion sequence. The sequence would also function as a presentation of the award categories. To create the styleframe drafts, I used Midjourney, Sapphire, and Photoshop.