A VISUAL IDENTITY ROOTED IN STORYTELLING, EQUALITY AND ALASKAN CULTURE
The most successful brand identities come from a deep understanding of the people behind them, and this project is a great example of what can happen when shared values and clear purpose guide the creative process.
Landsick Media is a film production company based in Anchorage, Alaska, run by the awesome humans Jaybird and Quinton. They approached us looking for a visual identity that felt more representative of who they are, how they work and where they come from.
From our earliest conversations, it was clear that Alaska wasn’t simply a backdrop to the business. It shaped their perspective, their values and the stories they wanted to tell. Community, balance, inclusivity and a deep connection to place were recurring themes throughout the project.
With myself working alongside Cj Cawley (Seeside Studio), we set out to create an identity that felt distinctive, meaningful and unmistakably theirs.
WE’RE NOT STORYTELLERS, WE’RE STORYLISTENERS
One comment from our brand strategy session stayed with us throughout the entire project: “Everyone deserves a seat at the table. Everyone deserves their story to be heard.” That idea became a guiding principle for the identity.
Rather than leaning on obvious filmmaking tropes, we looked for something that reflected the values behind the business. The answer came in the form of two ravens – a symbol deeply connected to Alaska, rich in history and meaning.
The logo mark combines two ravens arranged in balance with one another, representing equality, harmony and mutual respect. Between them, the negative space forms a subtle eye shape; a quiet reference to perspective, observation and storytelling without resorting to cameras, film reels or other industry clichés.
We wanted the mark to feel crafted rather than constructed. Something that looked carved by hand, with character and imperfections that made it feel human.
A SYSTEM ROOTED IN PLACE AND PURPOSE
The connection between Alaska and filmmaking continued into the brand colour palette. Jaybird and Quinton had previously used red, green and blue — the three colours that underpin digital media — as part of their branding. Rather than abandoning the idea, we reinterpreted it through a more natural lens.
The resulting palette consists of Willow, Sunfire and Birdseye: colours inspired by the landscape rather than the screen. These are supported by Bone and Raven, providing softer, more organic alternatives to pure white and black.
Printed applications also followed the brand message. Business cards in the three primary hues were designed using the same 16:9 aspect ratio as the logo, creating a subtle thread of consistency throughout the system.
Motion design provided another opportunity to reinforce the brand concept. Animated applications focused on the coming together of the two ravens, helping the identity feel cohesive across both static and moving formats.
EVERY PART OF THE IDENTITY SHOULD TELL THE SAME STORY
While reviewing Landsick’s existing brand, we noticed a set of website icons used to explain services and processes. They played an important role, but stylistically felt disconnected from the rest of the identity.
Rather than treating the iconography as an afterthought, we approached it as an extension of the system. Each icon adopted the same handcrafted aesthetic as the logo, incorporated the eye motif and was built within the same 16:9 framework.
The result was a set of supporting elements that felt purposefully connected to the wider identity rather than simply sitting alongside it.
BUILDING BRAND AFFINITY
The final stage of the project was to explore a more playful side of the Landsick brand.
Alongside the core identity, we developed an alternative wordmark designed specifically for merchandise and informal applications. Jaybird and Quinton quickly embraced it, creating their own animations and applications using the asset.
The identity was rolled out across T-shirts, stickers and other brand materials, helping clients, collaborators and the Landsick team itself feel connected to the brand beyond the screen.
