Partway through filming their documentary "On the Record", Oscar nominees Amy Ziering & Kirby Dick approached us to create a new name and fresh brand identity for their film production company. Jane Doe became the moniker for their production house. After numerous meetings with their team of talented filmmakers, we decided that the core concept of "shadows" would be reflected throughout the brand. From shining a light to exposing the shadows, there was a poetic element to this creative direction, since, at its core, film is nothing but light and shadow.
After interviewing the staff and several filmmakers close to the production house, we decided that the strategy would emphasis how the films were shot, focusing on their unique style of grassroots documentary filmmaking.
How that sounds: "We shine a light into the cracks and crevasses of society, so often trampled over in the pursuit of profit, prejudice, or power."
Working with the core concept of light & shadow made room for plenty of artistic expression within the brand. By harnessing bold type moves, inspired by Paula Scher's work on the Public Theater, we crafted a thoroughly unique identity that played with the duality of negative and positive space.