Name: Richard Partners
Price range: $

Work completed

Strategy: Brand Strategy Workshop, Brand Definition, Brand Story. Design: Small Brand Identity System. Digital: Website Design.

Reel.

Formats Change, the Story Doesn't

Irreverent in approach, but traditional in craftsmanship, Jacob and Scott, owners of Auckland-based production studio ReelGood, were looking for a brand identity that authentically reflected their ethos. We set out to update the ReelGood brand identity to something that did their approach to filmmaking justice, taking into account the business’s smaller size and target market.

We encapsulated the ReelGood brand with the idea of ‘Formats Change, the Story Doesn’t’. The concept and visual identity reflects the tension between Jacob and Scott’s commitment to storytelling, and their non-traditional approach to filmmaking. Shortening the name to Reel connected the brand more strongly with Jacob and Scott’s own honest approach to clients and their craft. The design drew on lost formats for inspiration. While the way in which film has been made has changed over the years, at the heart of it, Reel’s commitment to storytelling never will. The brand identity now not only conveys Reel’s aesthetic and approach, it also is true to the continuing demand for authentic filmmaking by increasingly discerning digital consumers.

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