THE BRIEF
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Cité Est brings craft, fashion and design together under one name. It needed an animated signature: something short and recognisable, to open its videos and to be cut down for social. The graphic identity already existed. What was missing was what it becomes once it moves.
OUR PLAYGROUND
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First Frame set that identity in motion. The principle: the three words of the house, craft, fashion, design, are never illustrated, they are built. Letters cut, shift and flip, circles tighten, the grid fills in, and the fluorescent yellow slices through the black and white on every cut. Almost everything is typographic and geometric, with no imagery carrying the rhythm in place of the edit. The film closes on the logo, and also exists as a short cut for Instagram.