Does infilm branding work in short films

4 possible solutions for successful corporate design in film and video

January 12, 2017 by Jürg Steudler

In the age of social media and content marketing, the use of videos in corporate, brand and product communication is experiencing a boom. With more and more clips from more and more different sources, the visual (and often the content) consistency is lost in many brands.

These 4 approaches help to creatively integrate videos, clips, spots and films into your brand world:

  1. Align your corporate or brand design with video and multimedia.
  2. Provide your employees and partners with easy-to-use toolkits.
  3. Generate video keyframes and use them multiple times.
  4. Derive the visual and content tonality of your videos from your company values.

Solution 1:
Align corporate and brand design to the digital world

Problem: Brands need guard rails, but they also need freedom. In dynamic media such as video and interactive, multimedia applications (websites, apps, social media, etc.) this is even more true than in static print media and products. It is not surprising that in many video productions the corporate design guidelines are hardly taken into account or incorrectly interpreted, since conventional corporate design packages and guidelines (unfortunately often also those that take electronic media and videos into account) often prove to be too difficult to understand in hectic everyday production , contradicting or simply not feasible.

Solution: At a time when companies are communicating faster, more actively and in more diverse ways with video, design elements and basic rules that are designed to be simpler and more flexible and can be easily applied to all interactive and moving implementations are required.

Solution 2:
Motion corporate design toolkits are easy to use and create brand proximity

Problem: Videos are the marketing tool of the digital age. This leads to a flood of clips that are produced by various branches of the company in a wide variety of qualities. Corporate Design? Nothing! Every video producer has his own ideas about how the brand world should be implemented in "his" film.

Solution: Create visual brand closeness with a simple motion corporate design toolkit. Filmmakers are visual people with little time to familiarize themselves with corporate design guidelines. But if you give them a few easy-to-use building blocks with easily understandable rules, they usually like to use them.

Solution 3:
Pre-produced key images as a basis for multiple uses

Problem: Despite technical progress and globalized service offerings, high-quality videos are still the most expensive and the longest to be planned medium. However, internal stakeholders and consumers have a strong and acute appetite for video. If you want to maintain a high quality, you will quickly find yourself in trouble with your budget and scheduling.

Solution: Make it your duty to think about multiple uses for every video production; summarize multiple productions; better use elaborately constructed sets for an additional shot or an alternative ending; Realize recurring vignette images “on stockpile” so that they are immediately available when needed.
Think about which images of your company you can use again later. Or what you can make available to the media as image material: A drone flight over the new plant in Guatemala or images of the latest production line in Hintertupfigen ...

Solution 4:
Derive the visual and content tonality of corporate values

Problem: With the solutions 1 - 3 you should get the most common challenges in video design under control. In the long term, however, every communicating company needs a clear plan in which form and tonality should be used to visualize corporate identity and values ​​in moving images. This includes simple, operational and technical questions, e.g. how to conduct interviews with members of the management, which backgrounds are preferred or which cinematic techniques should be used for what. The focus is always on the overriding question of how the company values ​​can be brought to bear in each published clip.

Solution: Play through possible visualizations for all film types, techniques, and applications (that you could use). Think about how you can show your company values ​​in moving images. For example, if “Swissness” is one of your brand attributes, the plot of your image movie is more likely to take place in Switzerland than in Pakistan. Or if “playful” is one of your brand values, you may want to create product videos with stop motion technology rather than with majestic flight recordings.