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蓝天工作室

蓝天工作室

蓝天工作室

蓝天工作室

蓝天工作室是世界领先的3D画工作室之一，被迪士尼收购并整合到20世纪福克斯旗下。

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disney animation studios
(01) 项目
概述

蓝天工作室是世界领先的3D画工作室之一，被迪士尼收购并整合到20世纪福克斯旗下。

蓝天工作室是屡获殊荣的动画师、艺术家和故事讲述者，代表作包括《冰河世纪》、《里约大冒险》、《公牛历险记》、《机器人历险记》、《森林战士》和《变身特工》。随着蓝天工作室与迪士尼和二十世纪福克斯的合并，他们需要重塑品牌形象。Motto 帮助蓝天工作室的领导层找到了新的定位，设立了执行副总裁职位以吸引顶尖人才，提升了品牌的国际知名度，并引领品牌迈向新的高度。

(细节)
  • 定制案例 Fullsail®
  • 类型 品牌重塑
  • 类别 动画片
  • 服务 战略、标识、激活
  • 模型 B2B/B2C
(02) 挑战

打造一个能够吸引顶尖艺术家的品牌，应对与迪士尼®的合并，并提高知名度。

作为世界领先的动画工作室之一，蓝天工作室30多年来制作了众多经典影片，例如《冰河世纪》、《里约大冒险》、《公牛历险记》和《变身特工》等等。虽然许多人都看过他们的电影，但蓝天工作室从未像皮克斯和梦工厂那样家喻户晓。蓝天工作室是一家以目标为导向、致力于突破常规的电影制作的动画工作室，他们创作的角色和故事真实可信，反映了人性的本质，赢得了全球观众的喜爱。

(03) Motto方法

我们独特的品牌重塑流程帮助蓝天工作室顺利完成了被迪士尼收购，并取得了更大的成功。

品牌重塑需要一套行之有效的系统流程。Motto Method® 正是帮助 Blue Sky 应对重大收购、为品牌未来发展奠定基础并在新形势下重新定位品牌核心的关键工具。

客户的话

让我们携手合作

“Blue Sky的品牌形象设计非常出色。感谢你们的及时高效和专业精神；大家都非常满意。”

Immersion Workshop (1:00)
(04) Motto方法
/ 沉浸式体验

使公司各层级的高管团队保持一致。

Motto®对利益相关者进行了访谈，以了解他们的普遍看法。接下来，我们为蓝天工作室总部的管理团队量身定制了现场研讨会。我们深入了解了幕后运作，沉浸于公司文化，并学习了动画的制作过程。

(我们做什么)
  • 愿景构想
  • 趋势审核
  • 1:1 Executive Stakeholder Interviews
  • 战略研讨会
  • 竞争性审核
(05) Motto方法
/ Strategy

Attract the best animation talent in the world.

While most US movie industry is based in Hollywood, Blue Sky’s headquarters is in woodsy Greenwich, CT. Luring top talent from the glitz and glamour to the east coast posed a challenge. Though 600+ loyal employees work there, Blue Sky needed to attract new talent to that culture. We then created a Culture Map to show potential recruits and industry insiders all the fantastic things happening at Blue Sky.

(我们做什么)
  • Purpose and Vision Language
  • Positioning Statement
  • Idea Worth Rallying Around™
  • Strategic Narrative
  • Core Values and Behaviors
(06) Motto方法
/ Visual Identity

A brand system that can entertain audiences worldwide.

蓝天工作室 is committed to bold choices in family animation that give its storytellers the freedom to create original films. We knew the brand needed to support the bold stories that Blue Sky tells. From its roots in transforming a prehistoric squirrel into a pop culture icon, the brand continuously draws from a legacy of revolutionary technology and brave storytelling to inspire all that comes next.

(我们做什么)
  • Vision Boards
  • Logo System
  • Color and Type System
  • Graphic Elements
  • Art Direction
  • Brand Guidelines
(07) Motto方法
/ Social

Create a social strategy that showcases the studio culture, improves recruitment, and grows the audience.

Whether sharing production art, highlighting movies, or profiling employees, we wanted to share the culture of Blue Sky. With a strong focus on recruitment and building out Instagram and LinkedIn social, we met talent where they consume content.

We conducted a Social Immersion Workshop and shared our new strategy directly with 100 employees at Blue Sky; we aimed to create an environment where everyone was excited to contribute in a meaningful way. From unique hashtags to a new social strategy and posting cadence, we led each month’s social media assets and provided monthly metrics to demonstrate performance.

(我们做什么)
  • Social Immersion Workshop
  • Social Strategy
  • Social Content Cadence
  • Social Media Assets
  • Social Media Guidelines
(08) Impact Created

Grew all social channels and platform saturation by 300%.

Our team created a powerful force across social media by creating channel-specific strategies that speak to industry insiders and film enthusiasts. We created content series like #FemaleFilmmakerFriday and #DeskOfTheMonth that showcase the magical inclusivity and creativity across the office. We held AMAs and giveaways that engaged excited fans.

  • 3x impressions ~90k to > 300k
  • Tripled Frequency
  • 160% Increase in favorites
  • 460% Increase in comments

Are you ready to rally around your big idea?

让我们携手合作