Project Overview
Top Draw is a cartoon animation house based in the Philippines. Since they first opened their doors twenty years ago, they’ve built a reputation for doing great work for many of the world’s leading entertainment content and animation creators. They’re a major employer in Manila – and were hungry to increase the awareness of their brand as they planned for a new stage of growth.
Project Commissioner
Project Creator
Team
Sandy Belford - Director
Tui Horo - Group Account Director
Emily Jones Account Director
Elaine Ma - Senior Account Manager
Simon Wright Executive Creative Director
Darren Swain - Creative Director
Josh Sobel Senior Designer
Agus Wijaya Senior Designer
Lisa Wilson - Writer
David Cunningham - Head of Production and Finished Art
Gemma Harben Studio and Production Manager
Project Brief
The Top Draw brand identity was tired and lacked impact. More importantly, it didn’t communicate any of the passion of its founders – or of the 500 people who’ve worked so hard to make the brand synonymous with the highest quality production standards.
What Top Draw did have, however, was a very interesting culture and a powerful personality. It was time to bring that to the fore.
Project Innovation/Need
In a busy world full of major studio producers, production and animation houses, there was a real need to create greater impact and show some real personality. All the while preserving the quirky and highly personal approach of the founders of the business.
Design Challenge
We created a brand identity that was born of the animation industry and of their culture. It celebrates the visual language of illustration and cartoons – while championing the unique elements of the Top Draw culture. The logo and each letter of the word Top Draw is made up of shapes and symbols from the world of cartoons. The peek-a-boo eyes of the letter W. The ‘Kapow!’ star of the O. It‘s all about fun – and it’s all about Top Draw.
Effectiveness
It’s been a gradual launch via industry conferences and local communications. The owners have been thrilled by how positively it has been received – and how much their business partners are enjoying the new look and feel.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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