Visualising a new brand
Addressing Pain Points Creatively Part Three
Launching a new look within organisations can be a tricky thing to navigate. Articulating the rationale behind an aesthetic or structural move to both internal and external stakeholders can be complicated. Animation has the power to leave a lasting and memorable impression. It naturally conveys a sense of brand identity through colour palettes and visual illustrations that guide viewers through the transformation.
The Royal College of Midwives’ traditionally more conservative branding aesthetic recently underwent a transformation, now opting for a vibrant warm and contemporary palette. This animation combines bold messaging with inspirational music, positing RCM as a positive organisation that embraces change.
Using animations also posits organisations as modern and forward-thinking. The use of animated videos signifies organisational prowess and portrays a commitment to staying at the forefront of technology and embracing innovation.
Creating Visual associations:
In the realm of visual associations certain colours evoke specific concepts.
For instance:
Red: Passion, urgency or danger
Green: Nature, growth, eco-friendliness, health
Blue: Trust, calmness, professionalism
Yellow: Energy, optimism, attention
Black: Elegance, sophistication, authority
Strategically utilising these associations allows communicators to subtly convey messages, reinforcing brand identity. Integrating colours with the storytelling process of an animated video, adds another layer of depth, enhancing the overall impact and resonance of the rebranding effort.
Community Pharmacy England (formerly PSNC), entrusted us with the creation of three animations to introduce and promote their new brand to the diverse audiences within the pharmacy sector, patients, national and local policymakers, and those less familiar with CPE. Note that the greens, whites and use of pharmacy crosses here compound the sense of CPE’s role as the voice of community pharmacies in England.
The versatile power of animated videos extends beyond mere aesthetics. Not only do they simplify the communication of complex ideas, ensuring accessibility and engagement, but they also serve as an effective tool in addressing sensitive topics and facilitating organisational re-branding. Animation is a dynamic medium that leaves a lasting and modern impression on audiences, reinforcing the organisation’s commitment to evolution.
