AFXCreates revealed a newly designed website and rebranding initiative as part of the overall company brand strategy. Formerly known as Artifex Business Identity Development, AFX unveiled this initiative to announce their evolution into a media production house specializing in VFX, UI/UX, and interactive product and training visualizations.
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,” explains partner Joel Chrisman. “The rewards far outweigh the risk, and we are making some exciting moves in retention-oriented 3D interactive visualization and immersive experiential advertising and training.” Currently AFX is positioning themselves as a leader amongst only a handful of production houses in the Northwest utilizing these technologies.
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.”
Since 1999 AFX (afxcreates.com) has provided branding, photography, graphic design for print, packaging, web design and development, and application development solutions to clients in a wide variety of industries. Based in Tacoma, Washington, Principals Joe Williamson and Joel Chrisman were awarded as two of the top 40 under 40 business leaders in the South Puget Sound area. AFX is recognized as one of the top Web Developers in the Pacific Northwest, and has won several awards for outstanding print and package design.