Callsign was a British cyber security brand that hardly anyone in the US knew. It was launching its "Digital Trust" message at a big trade show. I designed the motion system behind the campaign on my own, and it became the ident at the end of Callsign's videos.
- Company
- Callsign
- Role
- Lead Motion Designer
- Scope
- Motion · Brand launch · Systems
- Built by
- Me, solo, then used by the wider design team
- Approved by
- Head of Brand and CMO
- More meetings People who wouldn't normally stop at our stand met us, and sales booked far more meetings
- Copy only Once the templates existed, a new video only needed new copy
- Global One event film became the ident at the end of Callsign's videos
Unknown in America
Hardly anyone in the US knew Callsign, and it was costing us growth. We needed to launch a message that was properly ours, "Digital Trust", at a big US trade show. The theme was Tetris, because it's something all our prospects know.
Prove it, then polish
I taught myself complex particle systems to give the brand a premium finish. To keep the risk down, I took a proof of concept to the CMO early and got a yes before spending time on polish.
Trust with physical weight
I didn't just show falling blocks. I rotoscoped real gameplay so the motion felt human, not robotic. "Trust" became data points clicking into place, with real weight.
Built once, so nobody waits on me
Good design shouldn't make you the bottleneck. So I built a full motion package (the sign-off ident, title cards and graphics) as templates for the wider team. The effects were already set up, so a new video only needed new copy. That made production much faster.
Built once
- The sign-off ident
- Title cards
- The motion graphics package
Changed per video
- The copy
More meetings, then a global ident
The films stopped people who'd normally walk past, and sales booked a lot more meetings, which helped Callsign break into the US market. What began as an event film became the ident at the end of Callsign's videos, signed off by the Head of Brand and the CMO.
“The videos made a material difference to Callsign's success at the show, being a relatively unknown brand in the US. It attracted visitors and leads that would not normally stop at our stand, contributing significantly to our return on investment.”
Sarah Whipp, CMO
