The consultancy was appointed to the project late last year having been approached by Passion chief operating officer Penny Verbe, who oversaw the rebrand, having worked with in her previous role with production company Smoke and Mirrors.
Paul Austin, Made Thought founding partner, says, ‘Passion has many sub-brands within its group, which over time had grown visually disparate. The initial task for us was to try and come up with a concept that reined all these into one coherent look.’
The identity will be used across Passion’s five company divisions, and its offices in London, Paris and New York. It is shown across all touchpoints including printed collateral packaging, stationery and the website, built by Ten4.
The newer companies Strange Beast and Passion Raw, which make commercials, and Passion Planet, the company’s wildlife strand, have individual brand designs, all of which relate back to the parent company.
Austin says, ‘We used a bold, brutal, typographic identity – it’s quite New York-y in style. Each of the sub-brands has a typographic quirk – Strange Beast is flipped so it reads backwards to jar your attention; and Raw is pasted together in a “raw” way. Each has a different treatment to give it its own personality.’
Verbe says, ‘Over the years the company has evolved in many interesting directions, and now feels like the right time to bring all its activities together under one unifying brand design.’