Creators Inc. was set up in November 2021 to support top talent in producing work across advertising, factual, TV, film and audio, whilst impacting positive change. Respected throughout the industry, Jani Guest and her team have decades of experience, managing a crème de la crème roster which includes Guy Richie, Cary Joji Fukunaga and now our own Creative Director’s husband, Henrique Goldman. Share the love.
Oro&Co’s job was to put Creators Inc. firmly on the map from the word go, with a unique brand identity — incorporating a peacock feather — and an uber-smart website to showcase the directors. The industry standard is minimal monochrome typography which disappears in an endless sea of rectangular video posts, so this was going to be interesting. (Fyi, we love minimalism and have absolutely no problem with it on a lush Mount Street shopping bag.)
Our approach was to do things differently because differently felt right. We conceived a grand crest to crown Creators Inc. market leaders and would be animated in the opening credits of their film productions further down the line. As usual, we began the discovery process with our signature deep dive that took us around the globe, into the cosmos and back to our peacock, who, it transpired, is a symbol of individuality, self-expression, mastery and intuition. Yay, Jani! Harnessing the authority and audacity of the great Hollywood film studios, we created a glorious emblem with cinemascope typography and not only one feather, but the entire bird. The handcrafted anamorphic lettering works independently on the day to day and on the website navigation, offering much needed respite and contrast from our own endless sea of 190+ rectangular video posts.
The website was designed to be elegant, serene and classy with typography to add visual difference and texture in a cookie cutter milieu. Implemented in black and white evoking a cinematic experience, it dialled down the visual noise and allowed the colour video clips to shine. We built a complete custom website with a bullet-proof back end, allowing the client’s in-house IT team to add new Directors as required — an involved process whose seamless streamlined interface belies the hidden complexity of categories, grid filters, grid item posts, sliders and text for close to 200 videos. Handover included a full set of information, video tutorials, manuals and user guides. It’s obviously working — the site still looks just as beautiful as the day it launched.