Filmcloud is a Poland-based video production company which provides a flexible service and specializes in social and real time video
GOLDEN HOUR SKY
The task was to develop an expressive visual identity centered around film production which would maintain a dynamic and contemporary feel while being flexible to adapt to different forms. The identity was designed to maintain dynamism and fluidity despite the simplicity of the layouts.
The identity's symbolic centrepoint is the gradient inspired by the golden hour sky, so much appreciated by filmmakers. From here, we landed on the two main brand colors. While the blue represents trust, the orange is the creative and expressive side of the brand. Consequently, the colors reflect the beauty of natural light as well as the main brand values.
& GRADIENT SIMPLICITY
The omnipresent gradient elements create a distinctive visual tone. The gradient shapes were purposefully kept simple in order to be flexibly adapted to different layouts and mediums by the client in the future maintaining a versatile dynamic which is easy to apply.
The identity needed to function while showcasing the company's work as well as without it. Therefore I relied on minimal, Swiss influenced layouts which heavily rely on typography, creating a uniform feel for online and offline communication. Basier Circle was the choice for the brand font family.