Project: Toyota Corolla Commercial: Faux coffee shop identity for scene.
OK… “faux” branding, here we go. Toyota needed a scene where a hip and happy Corolla owner zips through a coffee shop on his urban drive to work. This logo was cranked out in a few days much to the surprise and joy of the Production Designer. First delivery: a massive array of over 50 sketches from which to quickly arrive at a “look and feel”. This saves time by offering clear choices without wasting hours rendering. Then the chosen directions are rendered into delicious, scalable vector works of art.
Here’s an example of the thumbnails created, prior to the final phase, from which the heroes were fleshed out for chosen directions above. The client, Production Designer and Art Director get lots of choices to choose from.