Method

Organic Motion's radically innovative motion capture technology promises not only to revolutionize traditional markets for motion capture, but to open a host of new ones. They needed to create a comprehensive brand system that could communicate the value and reach of the breakthrough technology. As Newsweek.com noted: "[It's] cheaper, cleaner, and immediately usable animation data - what's not to like here?"

Challenge

Organic Motion's technology allows accurate human motion data to be captured in real time, eliminating the need for the special equipment and costly, time-consuming data cleaning processes that motion capture usually demands. The streamlined procedure is a boon not only for the game and movie animators who had depended on such technologies before, but now for medicine, sports, and other fields. Organic motion needed a comprehensive brand system that could communicate the value and reach of the breakthrough technology. The system would be embodied through the name of the company and products, the website and printed collateral.

Approach

Method focused on the source of the brand's value: the motion of the human body. Photography emphasizing the strong lines created by dancers and athletes at work coupled with geometric overlays immediately captured the concept of the math behind the movement. A graceful line evoking a flying gymnast dots the I in the logo. A strong grid structure and a vibrant color palette connects these core elements in a graceful and sophisticated system that carries throughout the company's products, website, and print collateral.

Outcome

Founder and CEO of Organic Motion, Andrew Tschesnok, praised Method's work, saying: "Method immediately understood the core essence of what Organic Motion wanted to be, its market and the specific value in our motion capture solution. From our earliest brainstorming sessions around product naming, to determining the focus and depth of our brand experience, Method challenged us in the best way possible. The results are tremendous and, as evidenced in our current market position, we are reaping the benefits."