LILYwoot Pictures is an independent film production company formed by director Mark Tehnsuko and producer Sejal Davé to develop and produce innovative and engaging stories for modern audiences.
After completing the poster design for their film "And to All a Good Night" LILYwoot pictures asked me to redesign their company branding ahead of visiting the 65th annual Cannes Film Festival in May 2012.
My initial brief from LILYwoot was intentionally quite vague. Instead of asking them what kind of logo they wanted I sent Mark and Sejal a questionnaire asking them more about the current position of their company and their own personal vision they had for the business in the future.
I also asked them about similar sized companies in their industry, as well as branding/design they appreciated both within and outside of the film industry.
Finally I asked them about the project's deadline, budget, what access I would have to their visual assets and who I would be dealing with directly with regards to questions and signing off on various stages of the design.
Once that was all established I had some time to develop my ideas so I went away and threw together lots of different ideas both on paper and in Photoshop/Illustrator. After my first conversation with Mark and Sejal I had a pretty clear idea of where I wanted to take the project so this process didn't take too long...
My initial designs are generally always in black and white (depending on the specific brief) as it allows me to get designs down quicker without worrying about colour. Plus all good logos should work as well in monotone as they do in full colour so if they're not working well at this stage then they aren't likely to get better with colour.
I had started out with a bit of an Art Deco kind of idea with these logos, I sent a few over to Mark and he gave me some quick pointers: He was keen to keep the established black, red and white colour scheme. Also the name should be written "LILYwoot" with the uppercase L-I-L-Y as this had a personal meaning to the owners which they were keen to maintain.
By this stage I had started playing around with their colour scheme and was experimenting with putting the text over a black background as more often than not it is how it would be seen before their films and on their website.
I sent them over, we reviewed these latest versions and it quickly became clear what was working for the client and what wasn't. Between us we had pretty much come to the final design and now it was just about refining and cutting the fat.
Finished versions of the business cards, printed up in all their glory. In print the off-white is more subtle but just as effective.
I started out as a designer doing graphics on vehicles, so as a little bonus for Mark and Sejal I designed them an Iveco van to give them a little goal to aim at in the not too distant future.