Thankfully, I was already well acquainted with SYRUP’s clientele – having worked on a fair few of these myself – and it was a delight getting to revisit them. Much like a family reunion, there was a lot of reminiscing about MK21 as an agency, the clients, the work; eventually leading us to the conversations around the many big plans for the agency moving forward. How food and drink brands are now the agency’s focus. It made sense. That’s where most of their work lies – the kinda work the agency excels at.

There was an outline of the new brand: a logo, colour scheme, fonts. It was enough to begin developing the brand’s personality – figuring out how this would work in motion.

My first thought with something like this is almost always ‘what does it sound like?’. This needs to be snappy and show off years of hard work in under a minute. It needs to introduce the rebrand in a very digestible and engaging way.

So, the music needed to be sophisticated but exciting, fast and ‘foody’. And the track dictated the entire edit. Everything reacts to the music both in timing, and movement. The experimental typography wobbling and shaking in time to the strings. And with that, the personality and feel of the piece just made sense as the work progressed.