Vertical View
Vertical View is David Dieu's vertical video production company. The format is the job: videos made for the screen you hold in your hand, shot and delivered fast. The brand had to fit inside an icon, a mark that is both the V of Vertical View and a bounce, because the icon was the part that would end up everywhere, right down to the shooting jackets.
- Client
- Vertical View
- Role
- Brand identity and website
- Year
- 2024
Grain is not an effect, it is a rule
The art direction fits in two words, set on the brand book's opening page: modern and alive. It mixes flat design with video artefacts, for an identity that is both crisp and tangible. That is not an intention, it is a procedure. A noise file ships in the asset folder, to be laid over flat colour in screen blend mode. Photographs additionally take a dark blue tint to guarantee a minimum contrast. And background images favour lens flares and motion blur, because those belong to the language of video. The studio can therefore produce an on-brand visual without having to guess what alive means. The icon had to survive on something other than a screen, and that is what settled its shape. It turns up on cards, on the team's t-shirts, on the kit that goes out on shoots: surfaces where an over-detailed logo gets lost. The brandbook also documents the variations and the approved uses, so someone who did not build the identity can still produce a correct visual. For a studio that delivers fast, that is the only way a brand survives over time.
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Discovery
We start with a real conversation about your project: where it comes from, who it speaks to, what already exists around you. We analyse your competitors, because an identity that looks like the one next door will do nothing for you.
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Direction
We hand you our reading of the project: the structure we propose, the stages, what will need to be produced, and a first take on style through mood boards. The point is simple, making sure we are all looking the same way before anything gets created.
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Framing
Three genuinely different logo directions, which we then iterate on together. You watch the brand take shape and you decide while there is still room to change your mind.
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Production and delivery
The longest stage, paced by regular back and forth. At the end: the brand book as a PDF, every asset filed in a shared folder, source files on request, and a brand resource page of your own, a single address holding everything we have made together.