An anniversary story worth telling.
Challenge.
Clark was coming up on its fifth decade in business with no intention of slowing down. So they wanted to celebrate by making this key milestone part of their brand—and using this art direction and strategy to tell their story. They wanted to create a 50th anniversary extension of their existing brand, by pulling inspiration from the current logo. They didn’t want to be restricted to the current colours but they wanted it to feel like a natural addition to their identity. They also wanted to tell their story from the founders’ and current team’s perspective in an anniversary video that captured the nostalgia of the early days as well as the vision for the future.
Solution.
We created a complete brand system that integrated gold and black colours inspired by their original logo (from back in the day) and made it a natural extension of the current logo—the perfect mix of past, present, and future. We created an entire social suite of designs to be used throughout the year on Clark Builders’ various social media accounts—in order to tell their origin story and convey their vision for the future of Clark Builders. We also created a 50th anniversary video, which was intentially designed with a story flow and an art direction to guide the production. We interviewed people from across the company—even the company’s original founder— to show and tell their story in the most authentic way possible. Our goal was to make it true to their brand language and their people. To accomplish this, we crafted questions that extracted their story in a heartfelt way. And to colour in the details of their story, we used a simple but unique animation style using archival image to elevate the people who shaped the company 50 years ago, the people who are shaping its future today.
Moving Pictures
We used a retro-inspired animation that was simple but dynamic. It was intentionally designed to augment the story of Clark Builders, while creating a nostalgic feeling that didn’t overshadow the interviews.
Strategic.
Our strategic vision was to show that while Clark Builders has evolved over the years, the foundation values set out 50 years ago are still what drives it today.
