BEAST is a formidable newcomer, meeting the demands of the advertising industry and filmmakers with fresh eyes - coupled with the force of an old soul. Under the watchful eye of a captain who's been sailing the high seas for some time, a powerhouse who knows exactly what she's doing, this crew of adept talent- seekers keeps several fingers on the pulse of the industry, always alert to the new rules of the world of casting.
BEAST
To Beast, or not to Beast?
To begin the process, we interrogated the founders of BEAST to understand what BEAST would be and gauge all aspects of the business; its personality, vision, and values.
We unearthed Beast’s characteristics are trustworthy, reliable, informal, and disruptive.
We worked alongside specialist type designer Marie Boulanger to create a hand-drawn logo combining the typography of old movie posters and to include elements of cheekiness within the letterforms. The final logo was treated with animated elements to create playful moments of interaction for website visitors to experience.
Letting us know that she would like us to take influence from primitive art, we developed an illustrative system to complement Beast’s colour palette, inspired by recent television shows.
We experimented with a variety of illustrative styles, including silhouetted animal shapes, before finding success with drawings inspired by expressive modern art - complementing the founder’s passion for the artistic world. Alexandra drew horns, snouts and eyes in textured ink illustrations, and their irregular placements communicate the cheekiness of Lesley Beastall Casting’s playful but fierce little sister. These were used as graphic elements throughout the digital design assets, which we presented to BEAST alongside a comprehensive online design training workshop for their team.
Searching and seeing are at the core of what Beast does. We included a cheeky little eye within the logotype; an eye inside the A of BEAST rolls around the screen to follow the cursor. As we approached the design of BEAST’s new custom-built website, we defined the traditional grid and created dynamic layouts, introducing a vibrant colour palette that intends to create moments of surprise for visitors as they navigate the site. The founder wanted it to be an assault of colour; with lots of portals and spaces that the viewer could enjoy interacting with.
Once the project was complete, we provided the team with online, recorded design training where we walked them through a brand book and website interface, so that they would update and upload content, and create on-brand social media tiles without needing to reach out to a designer every single time.
Another part of the business is STREET BEAST. They go to a location where they require a specific type of artist for a brief to find people that embody the spirit, character, or demographic needed to present those options to their clients. We worked with a graffiti artist to communicate STREET BEAST’s ‘on the ground’ ethos.
Services: Brand identity, social media style guide, templates and website design and online design training for their team.