but have an otherworldly, almost magical feel to
it. To achieve this, we’ve given the animations
real-world physics. The elements in each piece
move individually and together as though they’re
being blown by the wind or are swaying in a tidal
current. It’s a moving, synthesised interpretation
of the natural world.
We used a Houdini-to-Redshift pipeline that
worked well considering it was just myself and one
motion artist. We wanted the plant movements
to be as realistic as possible and studied plant
forms, patterns in nature, bionic architecture
and even textiles to unpick a style and create
dynamic simulations of the motion. The team at
Grant Associates supplied us with great project
references and helped identify the colours and
patterns that felt relevant to their brand and the
work they do – in particular the chrysanthemum-
like form in the final logo resolve.
THE VERDICT
Jame Ellul
This project has been a joyful collaboration
throughout – between Supple, Mud, Fitzroy
Hawk and with the client Grant Associates.
Their willingness to trust us, their creative
input and thoughtful feedback has made the end
result better, and they’ve pushed us all to create
something special. Plus, there’s the feel-good
factor that the client is so committed to leaving
our planet in a better state than they found it in.
ABOVE
In situ, the Grant
Associates identity
looks modern,
professional and
perfectly in tune with
what the firm does.
RIGHT AND BELOW
A suite of icons and
a selection of
merchandise ideas
were delivered as part
of the project.