Princes Gate
Motion Design for a Brand Refresh
Working alongside Cardiff brand agency John & Jane, we brought a fresh take on the Princes Gate brand to life, through motion. We were asked by the lovely guys at John & Jane to take their awesome update to the Princes Gate brand, and develop some concepts to help launch the brand update through animated assets for web and socials. We used a blend of traditional frame-by-frame animation techniques and a more contemporary approach to motion design to give a nod to the simultaneously traditional and forward-thinking Welsh brand. As a motion design agency based in South Wales, this was a special one to be a part of.
Client
Princes Gate
Services
Motion Design, Brand Animation, Social Content, Motion Graphics
Objectives
It all began with a series of online workshop with both John & Jane and Princes Gate. We produced a set of questions in order for us to complete our discovery phase for the project. We loved the bigger and bolder new look that John & Jane had produced for Princes Gate and couldn’t wait to get stuck into animating it. Once we understood that the main objective for the animated content was to raise brand awareness, we got to work producing a series of concepts for a brand teaser, brand launch video, and a series of more targeted animated shorts for socials.
After developing the first few concepts it became clear that the story needed a protagonist. One of the ideas was based on the life of a raindrop. Taking the viewer on a journey from rain falling on the Pembrokeshire hills, all the way to being bottled at Princes Gate HQ. We had the big bold rain drops from the brand, but it felt like we needed a face to ‘humanise’ the story a little, enter Dewi.
Our Process
During the discovery phase we identified a number of topics that were important to cover with targeted animated social shorts; environmental credentials, community support, and history, to name a few. Check a few of them out below…
Princes Gate are official suppliers to the Welsh Rugby Union and the Football Association of Wales.
So, while this project was underway, and Wales were getting ready for big rugby and football tournaments, we created a series of animated pitch-side banners to remind the rowdy crowds to drink water (and which water to drink, of course).
As we’re a motion design agency based in Cardiff, it was amazing to be part of a project that supported Welsh heroes in the capital.
The Results
The animated brand campaign helped support a high-impact brand rollout, including social content and pitch-side banners for Welsh rugby and football events. Dewi became the face of a broader storytelling effort that celebrated Princes Gate’s values.