Furlined Design & Branding FURLINED by Blok Design Toronto


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Industry Consumer & Public services
Media Design & Branding
Market United States
Agency Blok Design Toronto
Designer Patricia Kleeberg
Released October 2012

Credits & Description

Advertiser: FURLINED
Category: Cosmetics & Beauty, Toiletries & Pharmacy
Partner/Creative Director: Marta Cutler (Blok Design)
Designer: Patricia Kleeberg (Blok Design)
Founder/Creative Director: Vanessa Eckstein (Blok Design)

Client Brief Or Objective
Furlined is a commercial film production company based in LA, highly regarded for the caliber of its work and its directors. With the film industry in a state of flux, redefining itself to respond to the new, digital and socially driven marketing world, Diane Mcarter, Furlined’s founder, recognized the need to expand and evolve the company’s presence and scope. She wanted to shape and define a new vision going forward, and to create a new brand identity to signal the change.

Brief Explanation
The challenge was two-fold: how to bring a unique point of view to the densely populated, highly competitive world of film production, and how to stay true to the founder’s undeniably feminine approach to running a company without compromising the strength and boldness of her vision.

The response to the new Furlined identity from the agency and production community was immediate and overwhelmingly positive. It was seen as a sign of a company in step with, if not ahead of, the times. The identity was picked up and profiled in design and production blogs around the world. It was featured in several prominent industry magazines: Shots 'Dispatches from Dreamland: Branding the Branders', November 2012, and in Communication Arts.

Building on Furlined’s equity as storytellers, the brand was redefined as a starting point for ideas, for thought, and for new ways it adds creative value and meaning to its directors, clients and the audiences they serve. The bedrock of the identity is the comma. It evokes the 'what’s next' quality of the brand and the many brilliant stories yet to be told. The simple, iconic approach and bold colours borrow from the world of contemporary art to reflect the artfulness that the company, and its directors, brings to everything it does.