Day & Age – Brand Development
posted on: May 31, 2018 3:31 pm
Day and Age, creators of short films, use video to make sure the little moments are never forgotten. Kathryn approached Kaizen Brand Evolution when she wanted to steer Day and Age in a new direction, when she wanted to hand her brand identity over to safe hands for an all over evaluation, and when she wanted to evolve her business.
Starting from a young age Kathryn was capturing videos for weddings, corporate insights and family events. Day and Age is now pushing forward to new areas of film, looking to create memorable films that become powerful memory aids. Focusing on making memories and treasuring each moment, whether it be for promotion or an event, a memory for someone that may forget, or even just to give as a gift – Kathryn creates the most beautiful and effective videos.
To display this evolution of the business, we took the Day and Age brand and re-focused it. A brand that will appeal to the current, the new, and the expanding target audience. Kathryn and ourselves agreed that that bold and fitting name of the business should remain, everything else we could assess, address and push in the right direction.
Throughout the process, it was clear what Day and Age represented and what it would bring to each of its clients-memories. A Day and Age film would provide a beautiful memory aid and so much more. With memories, nostalgia and capturing the moment in mind, we came up with the suitable brand language that would surround the brand. The strapline ‘Memory Studio’ helped give definition to the name, explaining exactly what Day and Age is. They create memories and help you ‘Remember each day’.
The brand identity itself was provided as a wordmark and an abbreviated device ‘D and A’ to apply throughout any brand extensions. We found the connection between the initials of the brand and term ‘DNA’ riveting. Day and Age’s main aim is to celebrate families and individuals, all about the ‘DNA’. Displaying this connection subtly through the abbreviated device meant the ‘Day and Age’ name still held prevalence. The versatile device can be applied in many different ways to connect you directly back to the Day and Age name while highlighting the ‘DNA’ or ‘D and A’. We used the combination of a rounded and modern font to reflect personality, approachability and style, a brand that you would want to work with and trust.
The colour palette and imagery came naturally from the Day and Age films. Using all stills from taken footage, we could see how well the brand would work. We applied a soft and neutral colour palette to compliment the brand identity, language and each film. Not to distract, but to honour the nature of the brand and each film.
We are now seeing the brand come together to display a clear focus and direction, the direction that Day and Age were and are aiming for. The new Identity is tailored to evolving clients, through narrative, identity and finally the implementation, whilst still appealing to a greater audience. Day and Age creates memories, but it can also still cater to and appeal to any possible film seeking client.
We continue to work with Day and Age, rolling out their new brand across various different forms of stationery and promotional materials. The new brand is coming to life and complimenting all the great work that we are seeing from Day and Age. It is a pleasure to work with such elegant content and now a new brand that compliments that content. We look forward to seeing where the business and new brand goes from here.