Last week we showed-n-told our development of the Milk identity and of the increasing lack of cohesion as Milk grew from one company to six. This week we look at our solution.
So, having worked over several years to create deliberately distinct identities for each of Milk’s companies, we were now faced with the challenge of bringing them all together, without abandoning their individual personalities. For immediate corporate applications (well, corporate for Milk…) including Milk Group stationery and press kits, our first stopgap solution was to bring the different logos of the group together in a pattern.
For ads, we created another temporary vehicle for bringing the parts of Milk together—a kick-ass mutant robot hybrid of Milk’s then-five companies.
But Milk needed a more durable solution. Plus, Milk overall had by this time developed into, as Rassi says, “more than a place you shoot and rent, but a collaborator in the creative process. Most agencies no longer were looking merely for providers, they had begun looking for partnerships.” Likewise, Milk’s complementary companies had meanwhile become a cohesive group, reflecting this spirit of collaboration between themselves.
So we set about finding a more long-term solution, and began working with Milk and UK illustrator team Waste Yourself to develop a group of animated characters that would represent the different companies but appear clearly as members of the same family. To support this idea of a group, the characters have thus far been shown primarily in a group. They are very much composites of the employees who work there, with certain traits lifted directly. The group of characters was launched last year in ads and in Milk’s holiday card.
We’re currently working with Studio Mobile to adapt the characters to 3-D. They will be used throughout the website and in this year’s Milk holiday card. Stay tuned for more on the Milk characters as the website is finalized.
Loading ...
No comments