Potter Clarkson in recent years has seen a period of remarkable change. This has inspired a brand refresh and a redefinition of its core values and principles.
To help embed these core values amongst staff, and to connect with clients, Potter Clarkson commissioned a series of brand videos. Aimed at succinctly defining their brand values, communicating their story, and defining their future strategy for growth.
To introduce the new brand identity and supporting logo mark, we produced a short animation. Demonstrating the rationale behind the logo’s form in a visually-interesting way. Showing the principles that guided its shape, and how it links to the brand’s core values.
We used a 2D animation style, which utilised the newly-defined brand colours, shapes and fonts. Helping embed the key graphic features of the new identity in the mind of the staff and audience.
The narrative shows the intricate steps of how the new brand has evolved. Elevating the new brand guidelines which were developed. Again allowing staff to engage and understand the updated look.
The video was distributed throughout the company for the brand update. The whole campaign was viewed by thousands and was used on various social and digital channels for promotion.