Honor 'Brand Film'
Brief
HONOR enlisted The Mill Design Studio to visualise the transition from their previous position as an electronics company targeting the youth market, into an all new more sophisticated offering that needed to artistically communicate their new brand positioning.
Approach
We developed our concept around the key brand pillars. Constructing the logo piece by piece, layer by layer, building the logo letterforms, before transitioning through metaphorical elements which represent the HONOR of today.
Impact
A looping attractor film unveiling HONOR’s new brand DNA - Innovation, Premium, Trust and Freedom - allowing for consistent brand recognition across large format screens in store and display devices.
Client
Honor
Brand
Honor
Production Company
The Mill
Director
The Mill Design Studio
Creative Director
Tom Crate
“Creating a palette of refined metaphors for the key brand pillars relied on a thorough R&D phase. We spent time developing and integrating materials and behaviours that captured the essence of each brand pillar as part of the new global positioning. Each chapter needed unique qualities that clearly communicated the DNA of the brand whilst complimenting one another. Through this rigorous R&D, the team really captured the core of the brand vision and brought each moment to life.”
Full Credits
Creative Production
Music & Sound Design
Speak to The Mill’s Design Studio