Originally based in catalog and print design, AFX has expanded their repertoire to highlight the effectiveness of 3D VFX and interactive technology in marketing and training education. “We are shifting our focus to engage with our clients in pioneering methods and mediums which will set them apart from their competition,”
Creative Director Tavieo Sawyer, who led the re-branding initiative, explains the concept behind the branding. “The vision of the new AFXCreates logo was to visually tell a story that announces our creativity and attitude as a production house.” Sawyer continues, “Picture a war torn area (metaphorically, our economy,) when suddenly you see a bunny popping out of the rubble wearing a gas mask! Your initial reaction might be shock and bewilderment, but your concluding thought would probably be, I’ve heard of Bear Grylls, but check out that crazy-smart survivor bunny!” Sawyer concludes, “The rabbit represents our humble but nimble company. The gas mask represents our ability to survive as a company. The rabbit on its haunches indicates our anticipation and readiness for any challenge.”
