Anchor
Anchor is the Harbor Picture Company's proprietary platform for end-to-end film and TV production management and workflow review. A one-stop shop, where your entire creative efforts are collated, live and secure. We developed the brand strategy and tone of voice, before designing a brand identity, website and the platform itself.
PROJECT
Brand Strategy
TOV
Brand Identity
Platform
Website
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Harbor engaged WMT to give the Anchor brand and platform a complete refresh. With a target audience encompassing everyone from film studio heads to post-production assistants, they sought a brand that resonated with both the head and the heart, the technical and the emotional. And they needed a platform which answered its users' call for simplicity, elegance and dynamism.n text goes here
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Anchor believe that film is the most direct expression of collective creative joy, and nothing should get in its way. An all-embracing space that balances the flow of mixed emotions and workstreams. So they needed a strategic position that created room for this: Expansive Clarity.
Filmmaking is inspirational, aspirational and liberating. This feeling of expansive clarity is a human experience. Anchor may be a digital tool for the technical world of film and advertising, but they are all about positive, human, creative experiences. People supporting people.
Anchor open up the conditions necessary for pure creativity, where multiple disciplines can realise their vision - big or small - from a single, extensive and secure source of truth.
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Whilst the brief was to create an identity that could live on its own in the spacious world of ‘expansive clarity’ we created, we also needed a nod to the Harbor Picture Company, the creators of the Anchor platform. We replicated the distinctive A shape from the Harbor logo to do this, using Dazzed Bold - a cinematic sans-serif typeface - and creating a loading animation to reference the agility, speed and adaptability of the Anchor platform.
