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Responses by Jean-Philippe Dugal, graphic designer, lg2

Background: Founded in 2004, the prominent Quebec–based photography and video image-capturing company Shoot Studio has continued to gain momentum and grow commercially over the years. With a brand identity that had remained unchanged for more than ten years, Shoot Studio wanted to reposition itself in order to gain more relevance and align its image with a changing industry.

Reasoning: To portray Shoot as a hub of professional visual storytellers, the team decided that the logo should continually transform to reflect different stories. Depending on the context, the logo’s letters move, multiply, transform and integrate various typographic elements. We also reinterpreted several anglophone and francophone expressions—a simple solution that allows us to highlight Shoot while remaining fun and relevant.

Challenges: Keeping it simple. Being impactful, contrasting and minimalist requires discipline that we could have easily strayed from. The Shoot team was completely aligned with our goals and our ambitions throughout the entire process.

Favorite details: I would say that I am particularly pleased with the typographic selection for the platform. Since it’s the foundation for all the variations, it had to offer a good balance between personality and timelessness. GT Haptik caught my eye for all these reasons, and I still find it just as strong today.

Anything new: The team continuously questions the scope of variations possible. Having the best customers in the world presents a tremendous possibility for variation. At the same time, staying constructive and relevant in the face of so much potential isn’t always easy. I learned a lot about this challenge.

Specific demands: It’s not necessarily a demand that made the project more challenging; but rather, time. The project was staggered over a fairly long period, given the need to create some of the website’s content. It required us to maintain strictness in the face of the challenges. Time is often a project’s worst enemy and it takes a particularly strong team to keep a project on track.

lg2.com/en

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