Nyföretagarcentrum is an organization that helps people start their own business. When we started working with them and debriefing they explained that their main concern was that not many people know that they exist and they wanted to attract more people to contact them. They also explained that many people assume that they are driven by the  municipality and they wanted to clarify that they are not. 

We got access to their color palette which is one thing they really wanted to keep. Both the colors and the logo had a very professional look but there was also something about it that could make it look like  it was something from the municipality. I, as creative director, started thinking about a way that we could showcase their already existing visual identity in a way that would convey their independence whilst still keeping their professionalism. I came up with an idea of a live action mixed with animation explainer video that they really liked. The following analysis was made only by me and here is the first draft of a visual script (Hence why it is not well written):

Pen clicking to beat of music and the hands start writing on paper and they scramble the paper and throws it away *frustrated hand movements*

Hand appears from above pointing at things (text appears) and the hands on the bottom realizes what they can do and shakes hands with the upper hands.

Hands disappear and put on suit and stretch. They start writing on a computer (that slides in from the right to left, has a cup of coffee next to it and drinks it.

The bottom hands start creating things with their hands, things are emerging from them and that is supposed to be their “products”. Hands start coming in from all the angles and trade the products and give money to them.

Screen goes back to the pen that they threw away in the beginning, as it rolls away the logo appears.

The idea of having only hands acting in the video stemmed from the fact that Nyföretagarcentrum is supposed to be a helping hand for anyone who wants to start a business. This is also something connected to the brand identity “the everyman” which I think resonates well with Nyföretagarcentrum. They provide free consultation and are therefore accessible to anyone and that is why I used that brand identity as a guide for the general feeling and message behind the video. It is also fun how much you can act with only hand movements and I think it worked really well with the voice over and the animations. It made the message clear and more laid back (less municipality like which is something they wanted) and it wasn’t too complicated or distracting from the voiceover. 

We kept their colors by adding some blue into the color grading and keeping the assets in a similar monochromatic palette. The animation was also made using the exact colors from their palette. 

The audio script was written by. Most of the animations were made by Claudia Dahlbom, some simpler ones made by me. Edited by me and George Magalhaes. Sound design Johan Vinblad.