The Box @ Proto

The Box is a unique space in Gateshead, offering Motion Capture, 3D Human Scanning, and Audio Capture under one roof. Working to define its identity, our conversations with the Proto team revolved around the notion that ‘The Box is a space to create groundbreaking new work,’ so we decided not to showcase the kit’s final output in our identity—a tough call—however, we felt only real-world solutions could do it justice. Games developers, filmmakers, and animators will make this work in the coming years, and this will genuinely represent the offer.

Research indicated we needed to amplify the creative and technical resources offered in the Box. So, we stripped things back to ‘wireframes’ and created a suggestive and restrained graphic identity that combines the buildings’ stark geometry with a 3D mesh, commissioned photography for a bold sense of place and made elegant kinetic typography to illustrate their three core products and new brand driver: Go Create. Our longer-term strategy means our work will recede further as the live content created here enters the public realm—so watch this space—it will be amazing!

People animation tests made by the brilliant Novak Collective.