Swell Partners helps the world's top brands by providing superior on-demand talent across marketing, project management, digital and technology disciplines. They empower people to inspire possibilities and positive growth in themselves, others and at the companies with whom they work. They create a ton of content online from social media posts to articles to videos of interviews with the CEO. In 2021, the company went through a massive rebrand, changing their logo, font, colors, website and decided a few years later it was time to take their new logo and animate it. This would allow them to further enhance their brand, by using the animation across their digital content in place of the static logo. However, this wasn't the simplest logo.
The new logo has multiple variations that were all used equally. One variation was in color. With the new rebranding, a more complex color strategy was utilized that has two different color options over several different color backgrounds. Additionally there was a "half face" version of their logo in addition to the main "full face" logo. In order to keep the scope reasonable, the client decided to do only 2 color variations on two color backgrounds (red and white).
The next step was iterating on the animation. Three different concepts were developed: a "beach ball", "bubbles" and a "fan". The client liked the first "beach ball" concept but wanted it to be slowed down much more and use the letter movement from the "fan" version.
Once those changes were made the next challenge was to make the half face version, and have it loop in both versions by animating the elements off screen, and adding secondary animated elements too. It was a very successful project and was used by the client right away on social media posts. The client wrote a very positive review on Clutch.co, and said
"87th Street Creative was very willing to work collaboratively and understand the vibe we were shooting for in our animated logo. The introduction call, contract execution, and ongoing communication were all very easy and never over-complicated."
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