James Murphy
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Samworth Brothers & Tesco ident

As the UK’s leading quality fresh food producer and the country’s largest grocery retailer, Samworth Brothers and Tesco have a long standing relationship across multiple categories.

Designed to bookend a top-to-top presentation, this logo ident helped set the tone of the conversation for the day and act as an expression of what was important.

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 The development process began by exploring language and messages, a shortlist of animation styles and a design to help knit them together. At the same time the ident had to be short, punchy and clear: it wasn’t the focus of the session, just a brief intro, but it still needed to be and feel purposeful. Once the client was happy the storyboard was handed over to the talented  Motski  to build the animation in After Effects for a crisp result.

The development process began by exploring language and messages, a shortlist of animation styles and a design to help knit them together. At the same time the ident had to be short, punchy and clear: it wasn’t the focus of the session, just a brief intro, but it still needed to be and feel purposeful. Once the client was happy the storyboard was handed over to the talented Motski to build the animation in After Effects for a crisp result.

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The result is a clear expression of perspectives and priorities, presented in about 17 seconds.

The result is a clear expression of perspectives and priorities, presented in about 17 seconds.