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Case Study 3
Evolution of a brand

Foto Na Dans, an Afrikaans progressive rock band, approached us to recreate their relatively newborn brand.

We took care of their creative direction for 3 full campaigns, covering Pantomime op Herwinbare Klanke, the Dans Republic collaboration and Die Vloed.

Their branding was treated as an organic developing process - growing and morphing with each campaign yet retaining a core characteristic throughout. Full creative service was implemented throughout a 3 year period.



Services performed:
- Art direction & concept work
- Creative consulting
- Branding, corporate identity, logo design
- Campaign / album sleeve art
- Traditional print media & merchandise
- Packaging
- Illustration
- Web / digital media
- Animation, motion graphics
- Photography
- Music video concept work & art direction
- Audio visual design for stage


1   2   3
   
The logo went through a natural evolution with three primary stages. The original logo was inspired by a retro aesthetic as the music of the 1st album Intervensie had predominantly classic rock and progressive rock overtones.   On the Pantomime Op Herwinbare Klanke album the sound started to incorporate more electronic influences which was explored further on the Dans Republic single.

  With the release of Die Vloed, the band had made the full progression towards electronic sounds. The evolution of the logo reflects this process and culminates in the final logo which has a distinct digital feel.
Evolution of logo
Concept, Design & Art Direction
 
Full print campaign for Die Vloed album. From sleeve art to tour posters, flyers, stage banner and promo dvd packaging.  
Print campaign for Die Vloed
Concept, design
 
Website - Die Vloed
Concept, copywriting, design, animation, photography
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View archived site
Online webisode mockumentary that introduced the band in production of Die Vloed album.

Instead of going the traditional route of doing a sincere Making Of documentary, a Spinal Tap angle was pursued, having the band play caricatures of themselves, doing everything from Yoga and meditation to stereotypical rockstar partying - everything except actually recording the album.

Mockumentary - Die Vloed
Art direction, production design
* Produced by Testify Films
Directed by Jaco Smit
Cinematography by Jacques Koudstaal
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View mockumentary
Photography
Press photography for mockumentary
Concept, photography, styling
Promo teaser for Die Vloed
Concept, motion graphics, design
+ View video
Branding for the Dans Republic collaboration single. The branding had to be different from the standard Foto Na Dans branding yet retain a resemblance in style.

The single was offered as a free download on this microsite, with a desktop and links to the two bands' websites. User contact details were captured via backend.

Dans Republic - Foto Na Dans & Flash Republic collaboration
Concept, design
One Man One Note Tour
Tour poster, flyers, t-shirt
Concept, design, illustration
   



Full print campaign for the Pantomime Op Herwinbare Klanke album. From sleeve art to tour posters, flyers, stage banner and t-shirts.

The sleeve art was inspired by the lyrics on the album. Part 2001 Space Odyssey, part rural gothic. Taking old building blocks (recycled sounds) and building something new and abstract with it. Juxtaposing of urban decay vs rural purity.
 
 
Print campaign for Pantomime Op Herwinbare Klanke
Concept, design
 
Web presence for Pantomime Op Herwinbare Klanke
Concept, copywriting, design, animation, photography
+
View archived site
Main concept for the video: environment vs the individual and the subsequent burying of one's dreams / ideals and ultimately the loss of identity.

The video was No 1 on MK TV's top 10 for 5 weeks.
     
 
Music video - Natuurlik Verlig
Concept, art direction, production design, wardrobe styling, SFX
* Produced by 7Films
Directed by Lourens Van Rensburg
Cinematography by Jacques Koudstaal
+
View music video

 
Photography
Press photography
Concept, photography, styling
Original Branding
Concept, design
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