reuters "know. now."
The Brief:
Based on some initial brand identity work by M&C Saatchi, we were asked to produce generic identity stings for Reuters Television. The work by M&C focussed on the use of arrows and dots. The dots being a significant part of the logo, and arrows indicating focus, direction, clarity.
The Discussion:
The brand values of Speed, Accuracy and Global Presence had to be conveyed through the stings. This required a significant amount of story-boarding and discussion with the client, and was a particularly involved and productive collaboration.
The Concept:
We developed the concept into 3D space, keeping the 'dots and arrows' motifs, and created maps created from dots. The sting had to be fast-paced and dynamic getting across the idea that Reuters provides you with the clarity and accuracy you need to navigate through a fast-paced and complex modern world.
The Result:
We created a TV ident with an exclusively composed soundtrack and developed a new corporate mnemonic. The stings were so well received that they were adapted for use as a 30 second TV spot running on CNBC Asia. The stings run on Television and online around the world, and the mnemonic has been adapted for use as a mobile ringtone, and as an alert on the companies computers.