DNEG

01. Challenge

Double Negative, an Academy Award-winning VFX studio, merged with Prime Focus to create an industry powerhouse. The new identity and website symbolise change and unity, bringing together the global teams of both businesses.

02. Approach

Harnessing the positive power of storytelling, we crafted a digital brand language for one of the most accomplished VFX studios in the industry.

We set out to create a distinctive web experience that showcases the award-winning talents of the studio and lets the work speak for itself. 

Iterating through several expressions, we found a balance that cuts through the sea of sameness seen within the industry and gives a strong brand differentiation amongst peers.  

03. Solution

The UI deliberately embraces simplicity and restraint. The 'aperture' design language is a graphic system that embodies the essence of DNEG's world. It employs a visual metaphor that evokes perpetual motion and transformation. This language frames, emphasises, and amplifies the content.

Additionally, it accentuates the detail and craft in every UI aspect. Combined with the dynamic modular layout, it introduces a shift in pace and rhythm as you navigate through the site, enhancing the overall user experience.

The 'aperture' also imbues the icon set with a strong minimalistic graphic sensibility, punctuating the the UI.