An identity designed to move from boardroom to big screen
Client
Motion Picture Capital
Country
United Kingdom
Disciplines
Brand Identity
Editorial Design
Film & Motion
Sector
Entertainment
Financial Services
Motion Picture Capital is a London-based film and television investment business that formed part of the Reliance Entertainment Group. The company provided a platform for the development, financing and distribution of screen content, with a portfolio that included productions such as Hampstead, Steel Country, Come and Find Me, Six Minutes to Midnight, The Corrupted and Sense8.
The brief
Motion Picture Capital asked BakerWilcox to create a distinctive new brand identity that could represent the company across both the financial and creative sides of its business. The initial brief called for a versatile suite of logos for print and corporate applications, together with an animated version designed for theatrical delivery at the beginning of films in which the company had been involved. The identity needed to communicate credibility and investment expertise while still feeling unmistakably connected to the world of cinema. It also had to work confidently at very different scales, from formal business documents and investor communications to exhibition graphics and the cinema screen.
BakerWilcox understood immediately that our identity needed to bridge two very different worlds: the commercial rigour of film investment and the creativity of the projects we support. They developed a distinctive and flexible brand that gave us real authority in the boardroom while remaining relevant and engaging across the wider film industry.
Managing DirectorMotion Picture Capital
The execution
The identity was built around the idea of a seed, representing Motion Picture Capital’s involvement at the earliest stage of a project and its commitment to helping that project develop, strengthen and ultimately reach the screen. The mark captures that sense of potential and progression, giving the company a visual language rooted in growth rather than finance alone.
Its organic form was balanced with clean, contemporary typography to ensure the identity still felt assured and credible within an investment environment. This contrast allowed the brand to express both sides of the business: the discipline required to finance film and television, and the creative ambition needed to nurture an idea from its foundations.
The seed concept was extended across the wider identity, creating a flexible system for corporate literature, investor communications, exhibition materials and digital applications. Imagery, layout and typography were used to reinforce a sense of development and momentum, presenting Motion Picture Capital as a partner that joined projects early and remained involved as they grew.
For the animated screen ident, the idea of growth became literal. The sequence allowed the identity to emerge and develop over time, transforming the static mark into a cinematic signature that could appear before the films the company had helped bring to life.
The result was a distinctive identity that communicated investment, partnership and creative growth in one clear idea: joining a project at its beginning and being there to see it flourish.
This project presented a rare challenge: creating an identity that could work hard in the boardroom for a B2B audience, while still feeling credible, authoritative and engaging to a wider consumer audience.
RICHARD BAKER
