Working with DNEG for nine months and travelling to the different offices, meeting and talking to the different teams and immersing ourselves in the business brought us much closer to understanding what they care about. It was always exciting, but also challenging in a positive way that inspired the team.
Any project that is bringing together two separate organisations that operate globally will always be challenging, but the challenges all added to the richness of the brand. DNEG was growing fast and it was key that the work we did, including the tone of voice and values, would reflect the long-established ethos of the founders. Creatively, we needed the transformation to represent the brand and the shift in scale that the merger brought.
We’ve created a unique identity that is built on the ethos, ambition and story of two distinct companies. It has the potential to be as iconic as the films and TV series it creates.