Think big movies, and you think big Hollywood actors, directors and producers. But who manages all the footage, the equipment? Who keeps control of workflow and data? That’s The Rebel Fleet.

Self-described Defenders of Great Film, The Rebel Fleet is the team behind the curtain: building and managing the workflows of the film making process. Acting as the central tech hub, they connect departments and save time, resource, and sanity – so the crew can focus less on the headaches and more on the creative making.

The Rebel Fleet are a great business, but they didn’t know how to express and convey their story effectively. The current brand was disjointed and didn’t reflect the business or the people in it. Their business strategy was to expand beyond New Zealand, so inconsistent presentation and a lack of narrative to define their value hindered that scalability. With an impressive portfolio of blockbusters and A-lister clients including Netflix, Disney and Amazon, the brand needed an identity and story to reflect the high level at which they were playing. It needed to be tight and bold, with a nod to their Star Wars namesake, of course.

We worked in closely to redefine their strategy with a new brand idea: Control Centre – the hub that manages everything, so crew don’t have to.  

The design system began with a custom Star Wars inspired typeface (Galactic Basic Std: a language of the Star Wars universe). As a moving image brand, this was designed to be manipulated, it scales and grows as required. Structured with rhythm and pace, the typeface delivers language that is peppered with shorthand words and snappy one-liners, mimicking the efficiencies and shortcuts delivered to clients.

A key component of the identity is our approach to colour, defined by the idea Lightforce – A morphing gradient of kiwi green and black that radiates from the screen delivering the sense of innovation, tech and trust needed to partner with the bigwigs. This colour system has the ability to adapt to the colours of our partners enabling us to align and connect into their world.

Another important part of The Rebel Fleet offering is their proprietary technology called Sidecar. This is instrumental in their ability to connect the production industry from end-to-end. It captures every data detail, connecting productions and their crew seamlessly. We needed to create a presence for Sidecar that felt aligned to The Rebel Fleet brand but didn’t overshadow it, so we used Galactic Basic Std but brought it into the visual language as a permanent sub brand.

The result is a brand that looks and feels just like a great film should: exciting, memorable, and iconic.