Persona UK rebrand
When Persona UK rebranded, they asked us to give the new identity a moving form. The answer was a figure rendered in iridescent chrome, lit through glass gradients that shift colour with the angle of view.
Rather than one fixed film, we built the animation as a responsive system: the same elements recompose for landscape, square and portrait so the identity holds together wherever it appears.
Persona UK's new identity needed a moving form. The answer was a head rendered in glass and chrome, lit through refractive gradients that shift colour with the angle of view: the same object reads cool, warm or iridescent depending on where you stand. The looping head became the header of their website.
Around the head sits a family of glass objects: cross, disks, torus, tube, stars and clusters of floating blobs, each a short loop that can punctuate a page or a reel. They share one material and one light rig, so any two cut together.
Behind the finished loops sits the development: clay and chrome head tests, responsive layout tests with their TEST markers still on, and the glass gradient studies that became the identity's texture library. The system recomposes for landscape, square and portrait.
