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01 / BACKGROUND

Reframing success.

Founded in 1983, Annex Pro has grown to become a leading value-added reseller for the media and entertainment industry. With expertise in hardware, software, and service, Annex Pro provides solutions to thousands of customers in the animation, visual effects, immersive tech, and digital media sectors.

With offices in Vancouver, Montreal, Toronto, and Los Angeles, and a large roster of industry partners including Autodesk, Avid, Wacom, Lenovo, EIZO, Dolby, and Qumulo, Annex Pro continues to focus on leading the industry and setting the standards on value-added services, technical support, and flexible financing options tailored for the media content creation industry.

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02 / CHALLENGE

Design — To re-envision and design a visual identity that connects with Annex Pro’s audience and upholds the company’s brand promise. The new visual identity was required to reflect the company’s technology-forward approach, to stand out from the crowd, and support the company’s vision for growth in the industry.

03 / AUDIENCE

B2B and B2C; professionals in the VFX, music, game development, broadcast, pre-production and post-production industries.

Strategy

Discovery + Exploration
Creative Direction
Competitive Analysis
Brand Voice + Tone
Key Messaging

Design

Logo
Visual Identity Systems
Custom Logotype
Brand Guidelines
Collateral Material
Grids and Templates
Signage
Advertising
Photosourcing

Content

Brandstory
Copywriting

04 / SOLUTION

It takes bravery and trust to embark on a rebrand after 30 years.

We take that seriously.

The new symbol embodied the act of framing a subject with one’s hands, a classic gesture used by artists and directors when setting up a scene. The execution of the symbol presents authority and precision, analogous to similar digital counterparts in creative production.

In this, there is a connection between a merging of the past with the present.

The frame symbol is a depiction of a highly stylized double-story “a” (do you see it?) and is a reflective of modern art galleries or museums design language with a similar curated aesthetic. This aspect symbolizes and carries a respect for the artistry and craftsmanship of Annex Pro’s clientele. As a graphic element, the linework can be used in patterns and additional visual elements offering a flexible and ever expansive visual language.

The typeface for the wordmark we selected is DIN, commanding and emanating a strong architectural feel. The letters are tall and confident, reaffirming a sense of knowledge and trust.

Annex Pro before logo

Before

After

05 / PRIMARY IDENTITY

annex pro white
annex pro black

06 / COLOUR

Mikado Yellow

RGB: 236, 195, 11
CMYK: 0, 17, 95, 7
HEX: ecc30b

Cornflower Blue

RGB: 100, 149, 273
CMYK: 58.59, 36.79, 0, 0
HEX: 6495ed

Annex Grey

RGB: 65, 67, 73
CMYK: 70.7, 62.11, 53.91, 41.41
HEX: 414349

09 / TYPOGRAPHY

Print

Web

Let’s talk

Now that you know about us,
let’s talk about you.

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GOOD Design is
GOOD for everyone.

Helping uncover your potential through insightful design and effective communications, together.

Cullimore Creative Inc.
801-289 Alexander Street
Vancouver, BC
V6A 4H6

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