Umbrella Collective
Reimagining a stalwart of audiovisual production.
20 years in motion
Founded on the principles of creativity, collaboration, and excellence, Umbrella Collective specialize in crafting impactful audiovisual experiences through cutting-edge technology and a relentless pursuit of creative growth. With a diverse team of directors, producers, and artists, they blend cutting-edge technology with artistic vision to transform ideas into compelling narratives across film, television, advertising, and digital content.
The redesigned identity and slogan embody Umbrella Collective’s innovative ethos and cinematic expertise. Reflecting both the brand’s legacy and forward-thinking aspirations, we have crafted a visual system that captures the essence of perpetual movement and transformation.
Client
Umbrella Collective
Year
2024
Services
Identity designSocial mediaCreative production
At the heart of the rebrand lies the dynamic logotype, which evokes the visual language of film posters. New Void utilized the GT Flexa typeface by Grilli Type, an impressively extensive typographic system with a unique personality, which embraces the idea of a fluid design space instead of traditional typesetting.
The undulating movement of the letters, combined with the striking contrast between wide and narrow letterforms, creates an engaging and rhythmic visual experience. This kinetic typography is complemented by moving icons, which serve as figurative reinforcements to convey key messages effectively, highlighting the brand’s main fields of expertise.
The cyclical nature of the recurring pictograms, composed of simple lines, symbolizes the ever-evolving and continuous motion that is intrinsic to Umbrella Collective’s brand identity. This seamless integration of motion design not only enhances the visual appeal but also strengthens the narrative consistency across all brand touchpoints.
The creation of Umbrella Collective’s new identity is the culmination of nine months of intensive collaboration between New Void and Umbrella Collective. This period of deep understanding and constant communication has allowed the teams to develop a brand strategy that is both authentic and forward-looking.
