Taking a science-centric brand into an emotionally supercharged brand backed by science.
Our journey kicks off when a client or partner agency approaches us with a list of wants and needs—ranging from a detailed roadmap to a few scribbled ideas on a napkin (true story!). In this case, Honeymoon brought a fantastic vision and welcomed our input. That’s where SPILLT shines! We collaborate to enhance initial ideas and uncover the brand’s true needs, turning creative challenges into exciting solutions.
Having a static style-guide alone, is not enough. A brand is not fully developed until it's in motion for the masses.
There's a frequent belief in branding: develop a logo, define typography, identify color palettes, and set some rules and usage cases in a style guide. And, voila, you have a brand! What you don't have is a feeling of movement, excitement and brand voice. While SmartyPants provided a wonderful blueprint, stronger than many, in fact, there is a whole stage of development to set these foundational elements into motion.
Athena, the owl, is an essential brand icon for SmartyPants. The movement and interaction was untapped.
While the brand toolkit provided some poses, rigging the owl to allow for movement and life was a task we leaped at. Although Athena is an extra character, her actions and movements are meant to complement human talent and not overtake it. Our rig solution allowed for just the right touches of personality and fun.
Typography for the win!
In addition to using the mascot front-and-center, we worked to build and refine type systems to expand the energy and playfulness to every level of the frames. These elements are vital for conveying a story brimming with delight, emotion, and energy. Our partners wholeheartedly embraced our recommendations, recognizing their importance in shaping their brand narrative.
Full-Spectrum Delivery
For SmartyPants, we created a library of content for use in future social communication, awareness spots, and even broadcast commercials as a way of making an investment in "emotional capital" for the brand. Plus, the work in developing the motion system helps set the framework for how the brand moves going forward.
