Cerebral Expansion Productions redesigned their logo strategically with branding in mind. Learn why when branding their slick demo video they chose a cyberpunk aesthetic.
Image isn’t everything. The effect you want to hone in on is, perception. Since that depends heavily on subjectivity, know your audience! If you have an audience that perceives differently then split them and cater to each separately.
Branding Is A Strategic Journey – depart with direction
At Cerebral Expansion Productions, branding means creating an ‘Objectives Map’. Each step of the way, consider the projected brand image, how it is perceived and evaluate results to target objectives. Depart once you know your destinations, meaning objectives. Plan several steps down the path you want to travel. But be focused on where you are currently. Steady your feet and represent!
Awareness Is Critical – you are here on the map
Have a professional audit done to prove or disprove your own opinions. Essentially, it will confirm or change your objectives. Cerebral Expansion has relied on word-of-mouth, those who know us, know us. So in terms of marketing to a greater audience, we are starting from scratch.
The primary marketing objective with our demo video is to attracting new clients interested in high concept work. Our branding objectives are as follows:
- High concept and cerebral
- Celebrate and showcase diversity and inclusion
- Promote the values of honesty, openness and caring
- Be relevant and focused
Objectives Into Action – taking your first steps
Clients who want high concept work will appreciate a well executed and creative concept. Let’s put our best foot forward and strut to our next destination. So if we want a cohesive and compelling demo, the gimmick better do just that.
Celebrating and showcasing diversity and inclusivity embodies a state of openness. It is human nature to be curious so lets promote a mindset where we can be challenged and still feel safe and accepting. For example, Cannabis and Religion were two topics of past projects by Cerebral Expansion and to be on brand will be treated respectfully, like any other topic.
Honesty, openness and caring are great qualities in general. They lend themselves to diversity and inclusivity. For our branding, we want to avoid anything that feels exclusive or unattainable. Our gimmick will pull people into this experience and return them back. Sounds like a looping video to me;-)
Being relevant and focused is where we find the most inspiration for our gimmick. A demo video needs that ‘wow’ factor. So we can go a bit wild and depart from literal interpretations. Having a license to travel off the well-beaten-path doesn’t mean go off the-deep-end. As a result, we are taking a practical approach.
Our logo has technology represented in the icons of the Camera Lens and Film Strip. Hmm, future-tech, Cyberpunk maybe? This aesthetic is very relevant at the moment. We’re big fans! Done, we’re branding our slick demo video with a Cyberpunk aesthetic.
We can help you with identity and branding services, CONTACT US to discuss.
Looking for other interesting NEWS from Cerebral Expansion Productions.
We look good on Vimeo! Let us catch you lookin;-) https://vimeo.com/cerebralexpansion.
How We Filmed It – geek with us
The gimmick portion of the demo video features the beloved Canon 5D Mark II, DSLR, running Magic Lantern at a 10 second time-lapse interval. We turned it on and left it. The production camera was a Sony A7RII on a slider. It was outputting UHD 4K to an Atomos Shogun Inferno. This gave me 10 seconds to get in and 10 seconds to get out of each shot. That slow movement worked with the Sony A7RII’s auto-focus making it possible to do the move while keeping everything in focus without a focus puller.
Currently we are updating this demo to its full concept. So please check back from time-to-time or follow us on INSTAGRAM and we’ll post it when it’s ready.
Here’s the short version for now. Please enjoy…