A bold new look for Australia’s VFX powerhouse
Rising Sun Pictures (RSP), a globally acclaimed VFX studio known for creating iconic moments in modern cinema, sought a fresh brand identity and website to celebrate 20 years of innovation. The goal was to revitalize the studio’s visual presence, enhancing its impact within the VFX industry and reaching new audiences worldwide.
Client
RSP
Year
2022
Agency
Protein
Scope
Brand Identity
Stationery
Apparel
Website
Presentation Deck
Brand Guideline
Protein was entrusted with creating a modern and memorable brand identity that refreshes RSP's visual language.
Workshopping with the client and creative team, we discovered a disconnect between RSP's timid, minimalistic brand identity and its bold, intricate, awe-inspiring VFX work that the studio is know for.
As the design lead, my challenge was to create a new identity that reflects the studio’s signature style.
01. Logo
Since the studio is widely recognized as “RSP,” the new logo centers on these three letters to form a bold wordmark. Each letter is crafted from geometric, building-block-like shapes, symbolizing RSP’s skill in transforming raw pixels into captivating visuals. Soft circular curves echo the sun motif from the previous logo, honoring RSP’s history and legacy. Diagonal gradients add depth to the wordmark, creating a play of light and shadow—elements that are essential to both VFX and cinema.
02. Website
The RSP website was designed as a sleek and elegant platform to showcase the studio’s impressive projects and industry influence. Its clean, visually driven layout not only highlights their portfolio but also functions as a recruitment and educational hub, attracting top talent while offering insights into VFX artistry.
A dedicated news and announcements section keeps visitors informed about RSP’s latest achievements, making the site both a dynamic resource and a testament to the studio’s expertise and leadership in the field.
03. Results
The brand is instantly recognizable, revitalizing the business's image within the film industry. Its refreshed identity and award-winning digital experience not only showcased excellence in UX, design, and development but also played a key role in facilitating the company’s acquisition by LA-based Pitch Black Group.
