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I think there are some really elegant thoughts in their work for HP. I realise HP may not ever go for the final futuristic mark (which I like, although think needs tightening).
What I really take out of this project is Moving Brands' flair for self promotion. They have a knack of making great videos that really sum up the process so well. Without the strategy, long-term thinking and process branding is just straight graphic design.
Their added value comes from all these things. That's something that makes me want to work at an agency like MB. They've realised that if you don't publicise the academic, strategic parts of branding and have a stance or opinion, then you're not worth much.
Most big brand agencies don't do this yet, and they all should, because we all go through these processes on every project, MB are just smart enough to publicise this