During the ten years since the agency began, the team and the skills those members brought to the table had grown substantially, not to mention the evolution within video production and content marketing. Hurricane sought to breathe new life into their brand with a new identity that better expressed their creative direction.

 

We knew from the outset that designing a brand identity for an equally creative company (albeit in different disciplines) would require a collaborative approach. The core team at Hurricane had a clear understanding of their strategic transition and needed a creative partner to help them visualise their new position.

 

 

Since Hurricane’s new strategy was at the core of their rebrand, it was important for us to work closely with their team. By doing so, this better enabled us to gain a clear understanding as to how the company should be positioned. As a result of initial strategy sessions with both teams, core emotions were identified to best represent who they are, their working relationships with clients and their aspirations for the future.

 

 

 

The word ‘dynamic’ became a key motivator for Hurricane’s identity. The logo and supporting graphical devices were designed to represent the pixel-led nature of video production, yet showcase the flexibility in their work ethic. A ‘fluid’ grid of dots formed the cornerstone of the brand assets, a system which can be used in many different ways. Fully customisable patterns and a tailored icon set are available at Hurricane’s disposal. In addition to this, a series of brightly coloured gradients were chosen to support the company’s enthusiastic proposition.

 

As video marketing continues to change, develop and present new challenges, Hurricane’s new brand better reflects the creative expertise that the team offers its clients and will lead them in future growth.