TrueCut Motion
TrueCut Motion by Pixelworks, delivers amazing cinematic motion, on any screen. The Award winning TrueCut Motion tool provides directors with a rich and robust palette of motion looks. It’s the industry’s first end-to-end Motion Grading solution for controlling motion blur, judder and eliminating the “soap opera” effect.
In preparation for a major launch at CES 2022, Pixelworks hired Idol to develop a completely new brand identity system for their flagship product, TrueCut Motion.
Developing a wide array of brand expressions
For this extensive project, we closely collaborated with the TrueCut Motion team to create their entire new brand strategy and all the accompanying elements that come with it. More precisely, our scope of work included: observing the industry and the competing space, researching, moodboarding and concept sketching — which preceded the creation of the overall brand identity design, from strategy, motion graphics, and website design, to copywriting, and making their pitch decks, internal presentations and social media templates.
The Idol team crafted a brand identity system that perfectly embodies our innovative motion-grading tools. The logo, color palette, and typography all exude a sense of sophistication and professionalism, inherently appealing to our target audience — Directors, Producers, and Studio Executives. The collaboration was a true success.
Brevan Howard
Creative Direction, Site Design & Development, Brand Identity System
TrueCut Motion
TrueCut Motion by Pixelworks, delivers amazing cinematic motion, on any screen. The Award winning TrueCut Motion tool provides directors with a rich and robust palette of motion looks. It’s the industry’s first end-to-end Motion Grading solution for controlling motion blur, judder and eliminating the “soap opera” effect.
In preparation for a major launch at CES 2022, Pixelworks hired Idol to develop a completely new brand identity system for their flagship product, TrueCut Motion.
Challenge
Launch a new brand for TrueCut Motion, an innovative motion grading software platform used by major movie studios when mastering films.
Approach + Solution
The challenge presented to us by TrueCut Motion, a pioneering motion grading technology company was not just about creating a new logo and website; it was about encapsulating the magic of cinema and the sophistication of their cutting-edge software solutions. TrueCut Motion, standing at the forefront of the movie industry, sought to revolutionize how films are enhanced and perfected for every device and screen through advanced motion grading technologies. Our mission was to craft an identity that mirrored their innovation and a website that served as a portal of education for directors, producers and studio execs.
Our creative process began with immersing ourselves in the world of film production and post-production, understanding the nuances of motion grading, and the impact it has on storytelling. We engaged with filmmakers, editors, and colorists to gather insights into their challenges and aspirations. This research informed our approach, leading us to develop a brand identity that reflected precision, creativity, and the transformative power of the company's technologies. The logo we designed was a nod to the fluidity of motion and the precision of editing, encapsulating the essence of motion grading in a simple, yet evocative symbol. The symbol itself is reflective of a cinematographer's viewfinder, used to frame each shot.
For the site design, our objective was to create an experience that not only educated visitors about the technology but also inspired them about its possibilities. The website was conceptualized as a simple, yet effective journey through the filmmaking process, highlighting how the company’s software solutions fit into and enhance each stage. Interactive stories and immersive case studies were strategically placed to demonstrate the tangible benefits of TrueCut's technology, and the major motion pictures that are already using the tech.
The final deliverable was a cohesive brand identity and detailed brand guidelines document that resonated with the heart of the company and film industry veterans, showcasing the organization’s role in advancing cinematic storytelling. The project was a testament to the power of blending deep industry insight with creative design to build a brand that stands out in a competitive market, driving home the message that behind every great film is groundbreaking technology supported by visionary creators.
Results
The new brand was positively received by the entire TrueCut team and resonated with legendary film director, James Cameron, leading to multiple partnerships. The elevated brand has directly led to increased awareness and deals with films such as Avatar, Titanic, Kung Fu Panda 4, and Argylle.
Clients
Mike McKay, Richard Miller