creative direction / branding / identity system & logo design
Coming off of the success of the CMF2 (Central Mass Film Festival), the organizers stepped into yet another arena within the motion picture arts: production. Mass Studios is an independent film & video production company focusing on bringing top-quality motion picture arts to the public, while offering industry best production quality to the filmmakers & visual artists of the New England area, and beyond.
With much of their focus being external on the stories they help to tell, there was a need to revisit and re-establish their core branding and pedigree for their own story. However there was no need to be kitsch nor heavy handed about it. A very minimal and simple approach was taken to bring the "Mass Studios" identity to light.
The contempo-modern look is a theme long finding its roots in the world of visual arts & cinema, with an architectural balance borrowed from the Art Deco "Golden Age” film heritage. It invites the viewer to almost speak the name “Mass Studios” without knowing they have done so. It is customized to thread and weave over itself. This is an visual allusion to the old school film being threaded thru classic projectors. The three translucent color circles play a dual role, visually. The first is a direct link to how we see images and how screens still to this day show color: Red, Green & Blue. It also alludes the the color gels of lighting standards.
An entire system was devised for the most vast array of applications and uses. All moving parts contributing back to a central theme, without losing any strength in the branding.