Expertise

Art Direction & Image Creation

Firedog has a proud and established tradition of creating arresting visual artwork. Brands, visual identities and campaigns can only be considered unique when supported via imagery that inspires and creates a unique impression upon its audience.

Creativity should always be measured as a craft. Image making, illustration and visual storytelling are all craft based activities where skill manifests as the ultimate mark of excellence. At Firedog, we have always obsessed about creating unique and bespoke imagery for brands and creative, with passion and aplomb.

The students were encouraged to jump about on a trampoline, creating vibrant and energetic poses. We supported these with colourful graphics which pay homage to the original Lewisham College identity.
The students were encouraged to jump about on a trampoline, creating vibrant and energetic poses. We supported these with colourful graphics which pay homage to the original Lewisham College identity.

Bespoke photography creates an absolutely unique narrative.

Art direction and photography

We strive to commission bespoke photography as the antidote to common stock. The perception of custom shoots is of expense. However, with the right art direction and shot list, we can create a library of imagery which is unique and entirely ownable, whilst maintaining value and return on investment. Campaigns also demand imagery which is instantly impressionable and unique to the brand’s proposition. When we do use stock imagery, or indeed existing imagery acquired from a photographer’s portfolio, we are very careful in selection, tone and art direction. The imagery is often also processed and treated to create an instantly singular look.

We created a suite of powerful imagery that communicated each of the Harneys business values.
We created a suite of powerful imagery that communicated each of the Harneys business values.

Our role as branding practitioners is to capture the essence of the brand and reflect it through carefully styled and rendered imagery.

Brand storytelling

A brand and visual identity often is required to translate a complex proposition simply and succinctly. Messaging takes care of the wordy part whilst creative storytelling through imagery fills in the emotive parts of a brand narrative. A brand story is a fable which allows the brand to establish it’s character through a visual representation. The quality output of imagery seeks to rally an audience and inspires them to spend more time immersing and learning about what the brand has to offer. Our role as branding practitioners is to capture the essence of the brand and reflect it through carefully styled and rendered imagery.

We then commissioned a photographer to capture the entire process from start to finish over a period of two weeks. The creative collaboration provided unique and powerful imagery.
We then commissioned a photographer to capture the entire process from start to finish over a period of two weeks. The creative collaboration provided unique and powerful imagery.
We created a very humanistic image campaign for The Barbican.

Post production is where illustration meets photography.

Post production

Photographic and image post production involves the craft of taking existing imagery and illustrating over it with supplementary image assets from varying sources. It is considered as the illustration of photography. We hire our creative talent based on their talent, their artistic skill and their ability to illustrate instinctively using only their hands and imagination. This results in imagery, whilst heavily processed, appearing fantastical yet authentic.

The combination of real student imagery and creative post production creates an engaging and moody virtual environment.
The combination of real student imagery and creative post production creates an engaging and moody virtual environment.

The use of illustration creates a warm, approachable and human feel to the visual aesthetic.

Illustration

At times, we utilise bespoke commissioned illustration to add life and integrity to our creative. The use of such creates a warm, approachable and human feel to the visual aesthetic. Rather than using technical illustrators, we are more likely to turn to the fine arts, to render an identity which is a little more unique and craft based.

The campaign ran as a number of landscape and portrait formats. The typography has been deliberately softened to give the image asset pride of place.
Our homage to Caspar David Friedrich featuring a seascape dotted with wind turbines.
Our homage to Caspar David Friedrich featuring a seascape dotted with wind turbines.

3D computer generated imagery has thankfully matured into a very believable medium.

Three-dimensional design

Whilst creativity is viewed mostly in two dimensions – the craft of creating in 3D, via both a mindset and also by using specialised applications, brings an additional layer to the visual arts. When Firedog first started over twenty years ago, clients demanded that any piece of brand work was rendered in polished chrome and delicious 3D. Thankfully, the market has matured and now CGI (as it is commonly known) is more subtle and authentic.

The script carried five vital lessons all projected through an interesting narrative - But ultimately with key messages behind the scenery. Here, the Admiral talks to the Smart Crew.
The script carried five vital lessons all projected through an interesting narrative - But ultimately with key messages behind the scenery. Here, the Admiral talks to the Smart Crew.

It pays to have a holistic understanding of all the crafts in play – to create an asset of precision and exemplary quality.

Image making

When creating a supporting asset base for a visual and brand identity, all the above skills are used together to create an instantly memorable aesthetic. It pays to have a holistic understanding of all the crafts in play – to create an asset of precision and exemplary quality. The focus on such allows the imagery to come together as a holistic family, building upon the equity of the brand.

Whilst the look and feel consistantly represented the overall 6music branding, each show page carried its own spirit and message through the careful selection of graphic bric-a-brac.
Whilst the look and feel consistantly represented the overall 6music branding, each show page carried its own spirit and message through the careful selection of graphic bric-a-brac.
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