Overview
This project is a personal visual identity refresh for my freelance motion design practice.
The goal was to create a modular identity system that reflects my work, approach and expertise while feeling clear, contemporary, and adaptable across a variety of contexts
Context
My previous brand, Thomas Films, served me well for over a decade. This identity was conceived in film school, while I was not yet sure what path in the creative industry I would end up taking.
As my focus shifted more and more into post production, the generalist catch-all 'films' suffix began to feel less appropriate the more I specialised into motion design, ultimately prompting this rebrand.
Identity
While wanting to rebrand, I also wanted to pay tribute to the past decade of work. In the end I opted to substitute the generalist 'films' suffix for the specialist 'graphics'. To evoke the history of the business I opted to keep the monogram logo approach as well as the blue/grey core colours (albeit updated somewhat)
Logomark
Starting with a few concept sketches for TG monograms, these were evaluated, iterated and refined based on geometric consistency, clear silhouette, reliable performance across sizes and motion potential until the final mark emerged.
Colour
Blue was kept as a core colour from the legacy brand as it continued to feel appropriate to my business by evoking clarity, calm, and expertise. The previous brand blue was adjusted for accessibility and supported by a soft, neutral grey derived from it. An expanded palette was then developed from these 2 core colours as well as primary foreground/background colours.
Motion
Brand Book
A comprehensive document was developed that defines the identity in full, including colour accessibility, typographic hierarchy and modular layout systems.
