Objective

An ident is the shortest brief there is and the least forgiving. A few seconds announce what kind of event this is, and the audio decides it: the same animation with a different score is a children's show, a corporate conference or a documentary strand.

A science festival at the Centre for Life in Newcastle city centre had to read as serious and open at once, a public event about science, not a lecture and not a funfair.

Creative response

Music composition and effects, written to the animation rather than laid under it. At this length there is no room for a piece of music to develop, so the composition is built around the cut points: the sound arrives, does one thing, and resolves on the logo.

The effects carry the science: designed rather than literal, closer to instruments than to sound library entries.

Results

Marissa Buckingham, Festival Manager

The ident is still online.

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