Standard Projects Creates Brand Identity for Post-Production Studio Microdot Using Cinematic Language
By
Tom May
Sesame, salt, and substance. A flagship bake.
Summary
The article explores the branding challenge faced by post-production studio Microdot, whose work is designed to be invisible when done well. Standard Projects, a Melbourne-based studio, created a brand identity that makes the invisible visible by using cinema's own language - specifically, the 'clapperboard' concept. They developed a visual system where the clapperboard's 'clap' represents the moment of creative impact, with the identity evolving through different states (pre-production, production, post-production) to tell the story of the creative process. The solution celebrates the paradox of invisible work by making the process itself visible through cinematic metaphors.
Key quotes
· 5 pulledPost-production occupies a peculiar position in the creative economy. When it's done well, nobody notices.
How do you make fundamentally invisible work feel visible and valuable?
The solution was hiding in plain sight: cinema's own language.
The clapperboard's 'clap' represents the moment of creative impact—the split second where idea becomes reality.
The identity evolves through three states: pre-production, production, and post-production, telling the story of the creative process.
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