67 Pall Mall

2D Motion Graphics & Brand Identity

Overview

67 Pall Mall is a world-renowned private members' club for wine lovers. In collaboration with the agency Artillery, Studio Till was commissioned to develop the motion identity for the club's new 4K on-demand channel.

The Challenge

The brief was to translate a prestigious physical brand into a digital broadcast environment. The motion needed to feel sophisticated and systemic, creating a bridge between the existing brand mark and a new on-air identity that could house a wide range of content.

The Solution

We developed a motion language rooted in the specific geometry of the brand's "6" and "7" logo forms. By using these angles as a mechanical formula, we created an ident where every movement feels mathematically connected to the brand’s DNA, ensuring a seamless transition from static mark to dynamic broadcast system.

Geometric Rigour

Adhered to a strict formula based on the brand’s existing angles to ensure the animation felt like a natural evolution of the identity, not an addition to it.

Information Flow

Designed the "mechanic" of the motion to be functional as well as aesthetic, allowing for a coherent flow of information that guides the viewer through the channel's 4K programming.

Collaboration

Partnered closely with Artillery to ensure the technical execution of the motion aligned perfectly with their creative vision and the club’s premium heritage.