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On paper, manifestos can be sterile things – dry, repetitive, often political. But in the hands of a motion design studio like We Are Royale, creative declarations are a lot more entertaining. Its latest short comes as part of a full-scale identity refresh and sheds light on what the company stands for and what makes it unique, in a fun, dynamic way.
"It's a look into our culture, sense of humour and appetite for 80s pop culture," explain creative directors Brien Holman and Jayson Whitmore. "We are a versatile company, we can do a lot of different things. What's important now isn't to showcase all those 'things' to clients, but to offer a look into how we work and what sets us apart."
The team broke apart the lines of its manifesto, and gave them to different designers in the studio. "We wanted to get an eclectic mixture of styles so every statement had its own look," says Holman. "Everyone agreed on the colour palette, and to make it graphic-heavy. It's now the foundation of our new site: the typography animates in sync to the video."