Role Played:

Art Director, Motion Graphic Designer

Cain&Abel: Brand Ident

The challenge was to create a looping brand ident that captured the creative breadth of Adam&EveDDB's in-house production department while always returning seamlessly to the original logo.

Created for Cain&Abel, the in-house production team at Adam&EveDDB, this project was an opportunity to explore a completely open creative brief. The only requirement was that each animation had to begin and end on the Cain&Abel logo, allowing multiple idents to loop continuously and be interchanged without interruption.

Taking inspiration from the department's multidisciplinary expertise, I developed a concept that celebrated the different creative disciplines within the team, from motion design and 3D animation to film production and post-production. Every transition was designed to flow naturally back to the logo, creating a seamless looping sequence that remained engaging no matter how many variations were played together.

One of the key moments within the ident featured a custom-modelled 3D graphics tablet stylus, which was animated to form the ampersand within the logo. Combined with a mix of 2D and 3D animation techniques, the sequence became a playful representation of the tools, creativity and craft behind the Cain&Abel team.

The result was a distinctive brand ident that blended motion design, 3D animation and visual storytelling into a seamless looping animation, celebrating the creative spirit of one of London's leading advertising agencies.