Ordinary Folk

Brand Strategy

Problem

Jorge R. Canedo E. is a renowned motion designer who approached us to help him brand and launch his own motion studio.

Jorge’s style focuses on simplicity and geometric shapes to accomplish stunning motion pieces that tell a story and ultimately make his client’s investment worth it.

SOLUTIOn

In order to position Jorge’s studio Ordinary Folk as a studio that can do a lot with little. We approached this identity system and digital experience in the simplest way to allow the work to shine.

Brand Building

“Some believe it is only great power that can hold evil in check, but that is not what I have found. It is the small everyday deeds of ordinary folk that keep the darkness at bay. Small acts of kindness and love.”

– Gandalf, The Hobbit: An Unexpected Journey

With the name and heart behind Ordinary Folk inspired by this Gandalf quote, we explored the idea of “ordinary” with the brand’s logo that could still feel captivating.

We created a logo that would be approachable and uncomplicated, but could also prove jaw-dropping when properly deployed. 

In other words: simple yet powerful. That’s how we landed on the “ordinary dot” — a dot that, when brought to life via motion design, was capable of achieving great things. Ordinary Folk is inspired by the idea that the daily, routine things can have a lasting impact. It’s the magic in the mundane. And we wanted every part of their brand to make a nod to that idea.

Brand Activation

Motion

The success of this new brand identity was utterly reliant on how it was going to translate into motion. 

Here’s a motion piece by the Ordinary Folk themselves who wanted to introduce the launch of their studio.

digital Experience

Taking it through their brand’s touchpoints, our goal with the entire Ordinary Folk website was to look, well, ordinary.

In keeping with the look of the logo, we wanted to keep the web layout and structure pretty simple. In doing so, we allowed the work created by this studio to be in focus, removing unnecessary clutter so that visitors would be dazzled by their work, not by fancy layouts. 

The result was a site where a clean, uncluttered presentation puts the spotlight on some extraordinary work.