Halo rebrand
Overview below, click HERE watch the final cut.
overview
Halo had the same branding since the 60s. it needed a refresh. Marketing executives wanted a way to celebrate the launch of the new logo and website, and to use it as a way to market our services to clients.
scrappy start.
When HALO was ready to release the new logo and brand to the company employees, they wanted to do so with a bang. Marketing bigwigs wanted to show our brand in action with me as the AD (I also did some motion design and the logo animation) and Debbie Rao as the primary video editor. She’s great. Here's her Linkedin.
With a marketing-supplied script, we built a minimalist storyboard of our brand, our font and our colors using some pretty cool effects.
It was soundly rejected.
The goal of the project had been changed. The video was now not just an internal marketing release, but now also a commercial for potential and existing client partners to know about the rebrand, or to know about the brand for the first time.
So… I edited the script. Argued with Marketing over inspiration vs information. Then built an aspirational, inspiring short, culminating in the reveal of the brand.
It was also was rejected.
Effective ending.
We haggled some more. Rewrote the script. Shortened the script. We compromised and finally developed something that was product-driven, but still had inspirational elements.
And even though in post we had to add HALO branding on all the products…
It was used internally, and on linkedin and facebook as our announcement to the industry and world, has been featured at multiple industry trade shows as marketing and as an example for brand releases.