Computer Arts - - The Very Best New Design - By We Are Royale

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."

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