Mercury Filmworks

Brand Discovery, Brand Strategy, Collateral, Communication Design, Identity, Logo Development, Marketing Communications, Website

From deep space to exploring the potential, dreams, aspiration, creativity and imagination of an entertainment company.


To more accurately reflect the brand character and tone of the present company and coincide with this animation company’s upcoming ten year anniversary, in 2008 we sought to transition from the technical and impersonal planet-themed identity we originally did when the company first launched.


Rather than abandon all brand equity, we sought to transition from a technical and impersonal planet-themed identity to one that softens and personifies the company. Having a significant portion of their work come from family programming of their own creation also provided an opportunity to introduce a more whimsical design evocative of childhood and nostalgia. The use of a child launching a paper airplane silhouetted against another planet is symbolic of potential, dreams, aspiration, creativity and imagination, and creates an even stronger connection to Mercury’s tag line: Imagination Advanced.


New cards, stationery, signage and many other elements snapped the industry, employees and others to attention, and had them asking about the fresh new look. We delivered the new identity together with a comprehensive Styleguide , an Industrial Brand proprietary online brand guide and resource. Styleguide has allowed the client to take the reins and apply their new identity to new promotional items, motion graphics and website amongst other elements.

“Industrial Brand is an ideal creative partner. Edgy, intelligently targeted creative combined with unmatched skill at technical execution.” – Clint Eland, President, Mercury Filmworks

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