Role Played:

Art Director, Creative Director, Motion Graphic Designer

Skeleton Brand Manifesto

Rather than treating motion as a deliverable, I developed a motion system that became the foundation of Skeleton's rebranded visual identity.

Skeleton's rebrand was driven by a desire to break away from a visual identity that had become synonymous with traditional corporate work. The agency wanted to reposition itself as a creative partner capable of delivering bold, ambitious ideas for B2B brands and to attract clients who were prepared to challenge convention rather than settle for average'.

Working from concept through to final delivery, I led the creative direction for the manifesto film by developing the initial concepts, creative routes and script before art directing the entire production. From logo animation and styleframes to detailed production storyboards, I established a cohesive motion language that would extend beyond a single launch film.

Built around the central message "Goodbye Average. Hello Remarkable.", the manifesto challenged brands to think bigger and embrace work that pushes boundaries. I used a restrained monochrome palette punctuated by intentional bursts of colour to emphasise key moments, while expressive typography became an active storytelling device that reinforced the script rather than simply displaying it. Combining graphic 2D design with dimensional 3D animation added another layer to the agency's creative offering, demonstrating that Skeleton could deliver visually sophisticated work across multiple disciplines.

The manifesto became the creative foundation for the wider brand rollout. I carried the same motion principles into the agency's new showreel and designed a suite of in-house pitch materials to create a consistent visual experience across every client touchpoint. The film launched alongside Skeleton's redesigned website and became the opening statement within agency presentations, introducing both existing and prospective clients to the studio's new positioning.

The rebrand was met with positive feedback from both clients and the wider creative industry. Its visual approach proved influential enough that elements of the website layout and typographic treatment began appearing in the work of other agencies which was an encouraging sign that the new identity had successfully established a distinctive and memorable presence.