We have all seen it happen before – brands change their logos. Often this is to do with market feedback showing the brand logo does not fit the target demographic. At other times it can be that the company has been around for so long that the logo has become outdated. Like people getting a new haircut – sometimes brands just need a little refresh. But what do you do with all your old branding material?
Enter Production Attic. During lockdown, we worked on a recruitment film for the Water Industry Commission for Scotland – WICS. Because of restrictions, we directed our interviewees to set up their own recording equipment – remotely shooting the interviews on iPhones. This, coupled with stock footage, is what we used to create our original video.
We had to make sure to brand our stock footage in order to make sure the video didn’t come across as disjointed. When cutting between interviews, it is important to maintain image coherence throughout the entire video – otherwise it can appear low budget. It was for this reason that getting the branding spot on was incredibly important.
One year later, WICS came back to us. In the year since we made our recruitment video for them, WICS had gone through a rebrand – changing the logo we diligently made sure was scattered throughout our video. Because of this, our video was ostensibly worthless to them. Was there any way we could fix it?
Of course we could! We didn’t change the structure of our original video – so all of the shots, music, voiceover and copy is the same. All we had to do was update the logos, fonts, typography, design, colour washes and add a few other branding flourishes.
And there you have it. With a few artful snips and a clear understanding of the client brief – we were able to create a completely refreshing look and ensure our recruitment video could be used in future years to come!
