Creative partners. Neighbors. Video ninjas. Dodgeball foes. Optic Sky is one of our favorite teams to work and play with, and we trust them to put our conceptual vision—and our clients’ success—in motion. They’ve been on a tear over the past few years, growing, expanding their footprint to include New York City, and attracting a whole other level of clientele along the way. But the original Optic Sky brand wasn’t keeping pace with the company’s ambition.
Starting with a strategic brief that was as rooted in our personal connection with founder Aaron Gordon as it was in competitive research, we dug in and developed a new identity that elevated the brand’s sophistication without abandoning the energy of its people.
Anchored by an optical illusion-inspired capital O that includes S shapes—the company’s other initial—in its negative spaces, the Optic Sky visual identity conveys energy even when static. The mark is fresh and modern but rooted in classic forms, suggesting a stature and longevity that belies company’s relative youth. At the same time, future-proofs their brand at a time when identities are often designed on a whim.
The primary identity relies on the stark contrast of black and white, but can take on new energy when set in a variety of modern colors from the new brand palette.
The O mark also serves as a versatile icon outside the logo, able to be used independently as in motion assets on social, their favicon, a watermark for their work, and more. Check out just some of the ways that Opticv Sky’s animators are already playing with this dynamic mark.
Alongside the visual identity, we developed a verbal identity for Optic Sky centered around a bold, emotional brand promise. Behind the camera, in the editing suite, or scripting a new big idea, they Shoot for the Heart.
Designing a fresh website to hold Optic Sky’s story and showcase their portfolio to new audiences gave us a chance to extend the identity’s elements online. We channeled the team’s attitude and work ethos to inform a dynamic, entertaining user experience and a passionate but conversational brand voice.