Imagine IF
Our Creative Director Matt introduces Imagine IF and explains our plans for our ongoing rebranding.
I’m really proud to launch Imagine IF (Imagine Inclusive Films), the charity arm of Production Attic. A brand where we can showcase the great work we have done with charities over the past 11 years.
Imagine IF mission statement
We make it easy for charities and not for profit organisations to tell stories that help their audience.
Imagine IF has a focus on keeping the production process simple. We work with organisations and people who have a clear message but need help getting it across and taking the time to help creators and participants who may have accessibility issues and additional support needs.
Production Attic brands
Imagine IF is the second Production attic brand after Salt. Salt provides film with flavour.
If you need something on brand, on budget and on time then come to Production Attic, If you need a bit extra (style, flare, specialist kit/crew) then just add Salt. Salt is a way for us to break from our rigid pricing structure and see how we can add extra style and value to our more high end productions.
Why are we developing multiple brands?
Is a question I’ve heard a few times recently. With the launch of Imagine IF I want to take a step back to explain the rationale behind our multiple brands. Production Attic has been delivering films since 2011. In that time we’ve worked on many varied projects for interesting clients across almost every sector and production style.
We like the challenge of meeting client’s needs but this has lead us, as a business model, to be a jack of all trades offering all things to all people. This is creatively rewarding for our team and keeps us on our toes but makes marketing what we do and resourcing how we do it quite a challenge.
How many brands will we have?
Initially we have identified three main areas we work in. The 3 C’s are:
- Creative
- Charity
- Corporate
Creative agencies and marketing departments need high concept story & design led content. Usually short form for TV advertising / social media.
Charity and Non Profit teams need to use personal stories and simple animations to help demystify processes. These are lead less by the design and more by a desire to make the process easy and clear for those involved.
Corporate Comms Depts need information lead, medium to long form training, instructional and introductory film series. These are lead by information, facts and figures more than design or personal stories.
Rock, Paper, Scissors
We have the skills in house and in our wider network to do all three C’s really well. However there’s a couple of issues with all being under the single Production Attic banner which is a bilt like Rock, Paper, Scissors. First there’s clear messaging of our core offering:
- Creative agency clients are put off by dry corporate content
- Charity clients are put off by work that seems too flashy, complicated or expensive
- Corporate clients are put off by content that’s too personal and not informational enough
Internally too we like to build project teams that utilise the skills of the best people for the job. A producer who is great at telling a personal story isn’t always the best at micro detail when QCing a 40 minute dense training film. We rely on being a multi skilled team but as Production Attic and our team grows we are looking to resourcing based on individual brand requirements to ensure we have the right team for each client.
What’s next
Salt and Imagine IF mark the start of a move towards a new identity for Production Attic. Rather than one single company we are becoming the Production Attic Group. Multiple specialist teams all under one (Attic) roof.
We aim to launch our third, corporate brand shortly:
Exciting times!
Finally I’m also delighted to announce our Imagine IF launch event in collaboration with the HB Film festival on Saturday 8th October:
