In addition, the new logo graphically suggests how Frieze Films' core competencies synergise to provide its clients with a seamless, streamlined service.
Executive producer, Jo Barber, explains: “At Frieze Films, our strengths are myriad but overall they are grounded in the fact that we define ourselves with conceptual and stylish filmmaking.
“On the one front, our culture attracts directors that come from strong visual backgrounds whether it be cinematography, music videos or photography. On the other, production support is offered with a high standard of professionalism and client care. Finally, there's our experienced research capability that supports the directors and production personnel with strong creative ideas that are embedded in production solutions for individual scripts.
“Bringing these three core competencies together creates a creatively-led director-based company offering a strong production service for both local international commercials. This is reflected by our new logo's dynamism,” she explained.
Frieze Films' client list includes many of the advertising industry's major agencies as well as others in the marketing and visual arts spheres such as Kashmir Films, Notorious 24/7, Filmmaster, FILMGRAPHICS, RSA Films, Banana Split and Armand Productions.
Detailing the service it offers international clients, Barber highlighted the company's long-standing relationships within the South African industry. This she said ensures the most experienced crews and best locations available for our clients.
Frieze Films' three directors offer clients a choice of styling and specialities. For example, best known as a highly regarded performance director but also as an A-list cinematographer, Tony Baggott brings groundbreaking visual treatments to every project.
Then, there's Leigh Ogilvie, who perfected her style with a string of brilliant award-winning music videos. “Leigh's unconventional approach to finding the right visual style, and her sheer love of the medium, is evident in her bold, uncompromising work. Numerous awards and several appearances on Shots have benchmarked her distinctive style,” said Barber.
And, proverbially last but not least, Steve Tanchel, who says: “The move into directing has been a natural progression. The driving force behind his photography and his filmmaking is inherently the same. Whether a picture moves at 25 frames per second or stands still, it needs to tell a story and show an interesting angle on life. Each image reflects the angle of its maker.”
Barber concluded: “A new logo often marks a dramatic change in a company – a takeover, a buy-out, a new board of directors who are changing direction. That's not the case at Frieze Films. Here, our new logo is an affirmation of our 10-year history and past successes. It's a reflection of our strengths and our long-standing relationships with the industry. It's a promise of our uncompromising attention to detail and passion for creativity.
“With this in mind, we are looking forward to 2008 and beyond; and suspect our clients are too.”