Le Col is focussed on creating the best performance cycling kit on the market, so to have a collaboration with a brand as iconic as McLaren was an opportunity to really push the limits. Meet Project Aero.
We’ve always looked outside of cycling and beyond what others in the sport are doing, and what this collaboration, and the technology allows us to do is to create an environment that shows the combination of performance and engineering in a unique way. Muybridge meets Tron, from building a bespoke set in the studio for our stills campaign, to using some of the most innovative virtual production technology using Unreal Engine to shoot the commercials, this project has been about pushing the boundaries at every level.
The concept for this shoot was about creating a hyper-real set that that reflects the hours of development, but without the obvious cliche of using a wind tunnel. Instead, we focussed on creating a cinematic experience that brings to life and stylises that process of capturing data. Project Aero – Engineered for Speed.
Client Le Col / McLaren
Production: Squire
Director: Jay Creagh
Dop: James Medcraft
Model: Adam Macrae
Photography: Michael Blann
3d/Animation: Greg Walker
We delivered the branding and art direction for this impressive start-up, The Money Cloud. The Money Cloud is the international money service for the modern global economy. It allows users to get the best rates for money transfers worldwide. With RPM digital working on the in-depth strategy and user experience, we were tasked with translating that into a visually engaging brand. The results are clean and simple, focussing on the conversion tool and their trustworthy and transparent service.
The logo:
The mobile version of the website is designed to bring the conversion tool to the fore in a way that mimics an app:
The website focusses on the user experience with the conversion tool at the centre:
The logo is designed to be flexible, and can adapt and animate to add subtle movement and diversity:
Guideline and strategy document to ensure consistent brand use:
We worked on the concept designs for a new craft beer company – Amsterdam Brewery. Initial branding ideas and packaging concepts were created to bring to life, and gain investment, for a startup in beer innovation. The concept for the brewery logo focussed on the iconic canal houses and warehouses creating a typographic mark that tapered down from the gabled A.
Label variation using simple illustrated icons to create a clean and contemporary looking beer, moving away from some of the cliches of craft beer to create stand out at bar:
Packaging concept one:
The brewery logo influenced by Amsterdam’s iconic architecture:
We’ve recently created this mini newspaper for Cura TV. Issue 1 focusses on the vendors whose products we shot and retouched in-house. The photography style follows on from our development of the brand, bold colours and a sharp grid. This coupled with simple clean typography lets the products stay as the focal point and link back to the strategy behind Cura.
The final Cura newspaper is between A5 and A4, printed on a light uncoated paper with loop stitching to hold it together. Copies will start popping up in London coffee shops in the coming weeks.
