← The work · SH 160 · The Bold Group
Brand Launch
The Bold Group’s new identity in 28 seconds — the logo on its grid, Monument and an Arabic face, flickering numerals, neon green, and a montage of everything it touches.
01 The film
The film opens through an image window onto the logo, then cuts into its grid and its details — the u, the bold, the underscore. The lockups match-cut into the Monument typeface and its Arabic partner, numerals flicker, and the palette arrives in neon green. Business cards, a tote, an ID badge, notebooks, stationery, a tablet, a laptop, a phone — the mockup montage runs at the speed of the music — before the brand book, the portrait photography and the guideline pages scroll by, and the logo closes it.
02 The craft
- The music decides the cut: logo details, numerals, mockups and guideline pages land on the beat, seven frames a shot.
- The logo lockups match-cut into the Monument specimen, so the move carries across the cut.
- One neon green and black do all the work — every mockup is lit to make the green glow.
Palette
- #0c0c0c
- #2e342b
- #5f615a
- #999894
- #c6d5c1
- #5bfa25
- #90f97d
- #f9fef8
- K1
- K2
- K3
- K4
- K5
- K6
- K7
- K8
- K9
- K10
