#1 Branding and website for finance startup Raizr by A LINE
Raizr is a matchmaking platform that facilitates commercial real estate financing by creating instant connections between lenders and borrowers. Headquartered in New York and developed by Surya Capital Partners – a leading Nationwide CRE finance advisory founded by wall street veteran Adi Chugh – they had all the financial insight they needed. But in the 2020s, every business needs smart branding too.
Concept and logo
The new brand needed to balance being modern and precise with being trustworthy, a quality normally associated with decades-old institutions. The team began with an in-depth immersion phase and a series of work sessions. This led to the brand idea of 'absolute accuracy': a binary-feeling notion that felt both technical and precise.
Diving into the brand identity and behaviour, A LINE built conceptual worlds that felt precise, engineered, high-performance and future-facing. They explored visual cues that could support the brand idea and act as the cornerstones of the Raizr digital experience.
#2 Fitzroy gives Norwegian salmon brand an indie-band makeover
Mamasea is a salmon brand whose branding might remind you of your favourite indie album, and that's no accident. Amsterdam studio Fitzroy explains how they responded to the challenge of creating a "seafood love brand".
#2 Coca-Cola's new ad is a branding masterpiece
This new ad comes a year after the brand dropped the ball with its Coca-Cola Dreams campaign and rival Pepsi trolled the soft drink in its own ad, Better With Pepsi. But the Coca-Cola's new Masterpiece commercial is the real thing.
Masterpiece follows the journey of a Coca-Cola bottle from one iconic painting to the next as it makes its way to a thirsty student in need of inspiration. The VFX team at Electric Theatre Collective and creative agency Blitzworks used a mix of live action shots, digital effects and AI to create the commercial and its complex transitions. So, have we finally found a good use of AI?
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