DNEG

Challenge

DNEG is one of the world’s leading visual effects and animation studios for feature film and television. With a blockbuster portfolio and a trophy cabinet that boasts seven Academy Awards, they are a formidable force in the motion picture industry.

To stay ahead of the curve, the company has evolved to expand on its services over the years. They provide full end-to-end production on an epic scale, pushing the boundaries of tech like never before. From real-time virtual production to breakthrough immersive experiences, their capabilities have grown significantly and show no sign of slowing down.
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For the next phase of their evolution, DNEG needed a new brand that would solidify their status as industry leaders and showcase their impressive range of services in VFX and beyond.

Strategy

To bring the right energy to the brand experience, we started out by defining DNEG’s unique perspective, attitude and mindset – their ‘who’ – in a succinct and compelling proposition. Restless, Relentless, Rebellious. Taken together, these three words embody the unwavering DNEG spirit. Never settling. Driven by tenacity. Unconstrained by tradition. Embracing the future.

Our explorations led us to the tagline ‘Start with Impossible’ which captures DNEG’s uncompromising approach and its commitment to producing visionary work. The tagline draws on the insight that every creation begins with a leap of the imagination, paving the way for new realities and groundbreaking achievements.

Brand Expression

For a brand synonymous with best-in-class moving images, it was only fitting that the DNEG brand itself was built to move. From our vision through to creating graphics, layouts and typography, movement informs every aspect.
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We developed a Vision animation to show the category-defining work that happens each and every day at DNEG, turning blank slates into boundary-pushing creations. Through a lens-like eye, abstract streaks in ethereal colours refract and swirl, visualizing the process of creativity at work. The lights accelerate forwards towards a vanishing point before dissolving into the fully-realised DNEG creation.

Our typography toolkit is flexible and allows for adjusting the desired level of impact based on the content being shown. DNEG Script is the distinctive headline typeface. It is custom cut and created in collaboration with Lift Type.

We kept the colour palette simple and refined, providing a complementary backdrop for the images created. A secondary colour palette is made up of tones that are directly generated by projects and work.

As a crucial piece of the brand identity, we gave the logo a subtle facelift while respecting its established recognition.
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For the digital experience, we needed the website to reflect the essence of DNEG outwardly. It had to excel in multiple areas: attracting and engaging with talent, offering a glimpse into the culture, and firmly asserting DNEG as a global industry leader – not a jack-of-all-trades but a multi-faceted powerhouse.
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We wanted to create a website that delivers more spirit, more stories, more connection. These three elements were crucial benchmarks for measuring our design success. Website sections expand dynamically to reveal additional content and details. A cinematic zoom is deployed to focus in on particular elements and encourage people to see where their curiosity takes them.

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The design system extends seamlessly across OOH, social media, apparel and other key touchpoints and environments where DNEG exists. The work is a fitting testament to a collaboration with the team at DNEG whose world-class visual expertise and uncompromising vision pushed us to elevate the brand into exciting new territory.

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