The goal of rebranding was to engage with a high-end design company that was completely outside of our category. In this way, we could objectively identify issues with design in our sector on a wider scale, and combat them accordingly.

We were redefining the brand, moving from ‘Revolver/Will O’Rourke’ to ‘Revolver.’ In turn, we needed a design that bolstered the impact of the company as a singular force.

Engaging with world-renowned designers at HORT, Berlin - the design process was overseen by Revolver's Michael Ritchie, Steve Rogers and Leilani Croucher.

Revolver set out to create something completely unique to the predictability amongst production company design. The design was to be all encompassing and infiltrate every aspect of the company's branding.

This took over two years to complete, resulting in an overhaul of all of Revolver's visual communication, from the granular internal documentation, to the more lofty Director's treatments and website.

Initiated in response to the visual uniformity of commercial production companies internationally, the new identity offers a contrast to homogeneity, whilst addressing the increasing need for flexibility in responding to the ever-widening scope and format of media projects. From traditional film based commercial projects, through documentary, social, experiential and beyond. The design allows for almost unlimited variation within the identity itself, enabling bespoke responses to each project.

Starting with a series of 10 type systems, used in random order across the visual communication, reflecting the diversity & democracy of the brand. In acknowledgement of the importance of the company’s online presence, the website has been redesigned and expanded to ensure each visit is unique, with more than 300 films, each experience is randomized. It is now possible to create bespoke showreels within the site. The approach to typographic experimentation echoes Revolver’s intention of continuing to explore how stories are told.

The Revolver bespoke typefaces are generated with Metafont technology. Each individual font is based on one of the ten Revolver logos. All typefaces have a glyph set of more than 250 characters. The spacing and kerning of each character is optimized manually. The bespoke typefaces are used for headlines and can be mixed and matched to create new type compositions. Each director also has a name composition which flows through all aspects of the design, from the website, treatments and social media.

The Revolver logo system consists of 10 logos. Each is unique but all logos are based on the same glyph skeleton.The logos are used in random order across the visual identity and reflect the diversity and democracy of the Revolver brand.

The website rotates through new work, as well randomizing the landing pages for each director- giving every viewer a bespoke experience every time they visit.

The value of our design and branding is truly immeasurable. The overhaul of our visual communication has been noted by agencies and production partners alike and will continue to have an impact on everything we do ongoing.

Our website allows visitors to create their own reels (in addition to the longstanding option of our company creating custom reels for those wishing to engage our directors). Through this feature we are empowering our target audience in a way that allows them to feel as though they can have more ownership of the process. The rebrand has always considered benefit to the user as well as benefit to the company, and has created a much cleaner experience as a result.

While we are still gathering data, even in the past week (as of writing), on a single (fairly unremarkable) day we have had well over a thousand video plays on the site.