CHALLENGE
Help a disparate brand unify into a cohesive and consistent whole.
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TRANSFORMATION TYPE
Brand Transformation
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STORY
The creative minds at WZRD approached me with an exciting idea of establishing an integrated film production agency focused on action sports ad campaigns. However, with Salt Lake City already hosting numerous small production agencies catering to the same niche, they needed something extraordinary to stand out from the crowd.

Since they were also my dear friends, I generously offered them a blank check for the logo design, promising to persist until we created something truly perfect for them.

Somewhere between the 32nd and 84th logo design iterations, we settled on a concept that embodied the essence of "smoke and mirrors". However, we faced the challenge of incorporating the letters W and M (for WZRD Media) while also including a nod to the majestic mountains that we adore in Salt Lake City.

Additionally, they wanted the logo to evoke the spirit of film at its core. It was an ambitious endeavor, even for my youthful idealism. Nevertheless, I pursued this holy grail with unwavering dedication over the course of an entire year.

The actual cards we used, as depicted above, showcase how the logo was utilized at various sizes, including on the grand scale of the cinema screen.

Although we attempted to have these brilliant lenticular cards printed (as shown on the left), the cost proved to be prohibitively high.

These cards featured a mesmerizing transformation, where the logo would vanish in a puff of smoke and magically morph into the agency's name as you tilted the card.