Extending Northwest's brand into a living system.

A clean logo system, given emotion, story, and life.

a circle for people,
a square for place.

That foundation, extended, turning two static shapes into a living visual language, the part of a brand that exists beyond the logo.

A brand isn't just how it looks standing still. It's how it moves, behaves, and carries itself.

That's the part we built. The brand didn't just look good. It came alive.

A puzzle graphic with a square labeled 'Place,' a circle labeled 'Possibility,' and a square with a circle labeled 'Our Promise.' The square and circle are combined to create a square with a circle inside, symbolizing combining possibility to fulfill a promise.

The client

Taking the status quo and making it status whoa is definitely our jam. That's why we didn't hesitate when 50,000feet and Northwest Healthcare Properties approached us to help them reimagine the stuffy (read: boring) corporate videos commonly seen in the healthcare real estate industry.

the ask

From storyboards to animation, stock video selects, talent search and VO recording, music research and sound mixing, we had to make the vision of Northwest Healthcare Properties and 50,000feet come together in a unified way. The goal? An engaging brand video that was super contemporary, emotionally captivating, and effortlessly educational.

The answer

Using the fantastic rebrand dreamt up by 50,000feet, we deconstructed the logo and used the hero shapes as a device to move the story forward. Circles and squares transport you effortlessly from one scene to the next, while highlighting central themes, and supporting key visuals.

Portrait of a man with short light brown hair in a light blue blazer and white shirt, smiling subtly against a plain background.
Five gold stars arranged in a row.

Director of Client Services
50,000feet

"The video was received incredibly well. Nothing but great things.”

Behind the build

Two shapes,
one language

The circle and square became the brand's vocabulary. Scaled, layered, and moved with intent, they carried the eye and the message from beat to beat, the same way a logo anchors a page.

Image showing a modern multi-story office building with parking lot, cars, trees, and a flag, with overlay of blue and purple design elements.

Behaviour by design

Consistent, deliberate, unmistakably Northwest. The shapes guided the whole journey the way a strong brand system guides everything it touches.

Simple to sensational

Northwest's identity is minimal by design. That restraint became a strength, expanding two basic shapes into a rich, cohesive world. Proof that a brand's simplest parts can carry its biggest moments.

YOU MAY ALSO LIKE

Young woman with long dark hair, red beanie, and nose piercing smiling while looking at her phone, with TheFork logo and text overlayed.
A promotional image for Not Burger features a large, stacked burger with multiple patties, cheese, lettuce, tomato, pickles, ketchup, mayonnaise, and a toasted bun, set against a bright yellow background with black and yellow decorative crosses, a circular logo with a leaf that reads "Made from Plants," and the text "NOT BURGER" in bold black letters.
Logo of the American Bar Association with blue and orange arrow symbols.