WIDER Campaign

Create a new logo to assist with the launch of a new #WIDER campaign, a message that promotes the company’s ethos.

We devised a solution that took inspiration from Chinese culture while still feeling inclusive towards everyone.

An identity designed for worldwide application that also has an element of mystery to engage viewers.

Knowing Who You Want To Be

Wilson Worldwide Productions contacted us knowing exactly what they needed delivered and by when. They needed a new identity to be launched alongside a new marketing campaign that encouraged a Welcoming, Inclusive, Diverse, Equal and Representative (WIDER) attitude within the production industry.

The company had satellite offices around the world, their division in China was particularly valuable to them and as such needed to ensure the final design would not only translate into the culture, but ideally, provided to some nods to it too.

We’re Thinking Global

Due to the numerous countries Wilson Worldwide worked in, we knew the design had to remain simple in order to work across these cultures. While some characters and numbers are admired in some cultures, they can be reviled or seen as bad luck in others. This was the challenge we were faced with. We proposed acknowledging the Chinese culture without seeming patronising by using stereotypical symbols.

Respecting Other Cultures

We reviewed the current Wilson Worldwide logo and noted it lacked a distinctive personality. We studied their main competitors and saw a pattern of simple but impactful logos.

WWP stated they wanted a formal but creative identity and that’s the core we designed our solution around.

We looked into Chinese culture and what characteristics they admire. Numbers and colours had a significant role in China and we felt it would make sense to utilise colours that would be welcomed in that country.

Avoiding Clichés

The logo we created was a minimalistic design that merged two ‘W’ characters together to create a unique symbol. We stayed away from stereotypical symbols to represent the business, this helped create a more timeless identity.

The symbol is an illusion of the letter ‘W’, just as film and TV is an illusion. It requires audience input in order to uncover the meaning. Having the audience actively question the symbol engages them, instantly connecting with them. This is an effective technique in creating a memorable brand.

A fresh look. The abstract logo lends itself to audience interpretation.

Finalising The Deliverables

The proposed designs were presented in a PDF document showcasing the structure of the logo as well as real-world examples. A design was chosen by the client and we began finalising the deliverables.

We created both vector and raster versions of the logo in a number of file formats. All the agreed deliverables were uploaded to our file sharing platform ready to send over to the client.

Delivered On Schedule

Upon the decision maker’s approval of the proposed design, we supplied the deliverables to the client. These designs we delivered on schedule in time for the launch of their #WIDER marketing campaign. To assist with their launch, we also delivered a number of social media graphics.

Show don’t tell. The material we presented featured little information, creating an element of intrigue.

Update: Since the completion of the project, Wilson Worldwide have asked if we’ll be available for future work requests. We’re always happy to discuss upcoming work.