As we start to come out the other side of the pandemic in the UK, July 2021 saw SGA Productions launch its new company branding. We wanted to tell you first-hand how the rebrand and inspiration for the design came to life, by discussing the process with some of the team.
“During the COVID-19 pandemic, we were fortunate enough to continue working with some of our clients. It also gave us the opportunity to look at our own brand and how we position ourselves within the market. Looking at our portfolio, we noticed that a lot of our clients and projects worked within the branded and themed entertainment space, yet this wasn’t how we were selling our skills and company processes or pillars. We boast a huge clientele list, including Universal Creative, Nickelodeon, Legoland, Aardman and Haribo, so it felt like it was the natural step to look at the story we tell our own clients through our branding, and for it to match the quality of work we produce for them.” explains Head of Development, Ryan Amstad.
Ryan notes, “The first step in the process, before looking at our visual identity, was for us to look at our company pillars. We are fortunate enough to have a team with a wide set of skills and backgrounds and didn’t want to downplay that. When working through our portfolio, we categorised our projects into five main groups – Brand Experiences, Experiential Marketing, Live Shows, Museums & Exhibitions and Theme Parks & Attractions. In doing this, we felt we would give clients a holistic view of our core strengths as a company. We then went on to look at the process of how we develop work. As the services we offer vary from project to project, we wanted to ensure that this was still clear in our messaging. In doing this, it helped us to construct our three headline titles ‘Imagine’, ‘Produce’, ‘Realise’. These titular process milestones then became a foundation for our identity as a company.”
Once we had our objectives and core messaging in place, the SGA team moved towards looking at how we sell our visual identity.
Creative Director, Ellie Carter, adds, “The visual identity started with our tagline ’Real Imagination’. This actually came about a few years ago, but we feel that it still fits our SGA mantra perfectly. Real Imagination is the ‘brain space’ we work in, a process which enables us to progress with client requests both quickly and harmoniously. Real Imagination means developing unbridled visionary content that we know is realistic. Real Imagination means only putting forwards robust and safe entertainment concepts, by experts in their fields, yet pioneering imaginative production techniques. Real Imagination is how we do things at SGA.”
Ellie continues, “Working with our sister company, MGA, we identified that we live in a world of imagination; the ever-changing shapes of imagination are all around us and are ready to mould and this is where the concept of our visual ‘shapes’ started. Then the smaller icons of ‘confetti’ were added to represent solid, more real, pivot points to be considered within our world of imagination. Once we found the cohesion within these core components, through our aesthetic branding, we were ready to bring the design to life.”
“The video content brought everything together. We started working with Amplitude Media who are total experts in marketing and media production. With the brand developed by MGA, we started the collaboration process with Amplitude on how to best describe SGA visually, our services and most importantly a sense of what it is like to work with the SGA team. All of this resulted in our amazing brand video. We hope you enjoy entering the SGA brain space!.”
SGA would like to thank Jo, Will and Gary at Amplitude Media for their exceptional artistic direction and animation delivery and all the wider MGA Group who have all had vital input into visualising who SGA is for 2021 and beyond.