Overview
Mother Gorilla creates large-scale projection campaigns that transform buildings into unforgettable advertising experiences.
The challenge wasn't to brand a production company. It was to create an identity that captured the energy, confidence and impact of the work itself, giving a young business a visual presence as bold as the campaigns it creates.
Unique & Bold
Projection advertising is built to stop people in their tracks, and the brand needed to create that same feeling.
At the same time, much of Mother Gorilla's world lives in dark environments—night-time photography, city skylines and high-contrast visuals where a typical identity could easily disappear. Every design decision was guided by one question:
Would this feel as confident as the work it represents?
That principle shaped the entire identity, from the custom gorilla mark to the typography, colour palette and graphic language. Rather than following the polished aesthetic common in advertising, the brand embraces strength, contrast and simplicity, creating an identity that's instantly recognisable while remaining clear and impactful against the darker environments it inhabits.
The Mother Gorilla
The gorilla became more than a mascot. It became a symbol of presence.
I explored a number of creative directions before refining the concept into a bold, structured mark that feels confident without becoming overworked. Paired with a strong typographic system, the identity is designed to be recognised quickly and remembered easily.
The goal wasn't complexity. It was creating a brand with enough character to stand confidently alongside the work it produces.
Designing For Darkness
A visual identity is only valuable if it can be applied consistently.
Alongside the core identity, I developed a flexible brand system covering logo usage, typography, colour, layout principles and supporting assets. The guidelines give the business a clear framework for future growth, ensuring every touchpoint feels unmistakably Mother Gorilla, regardless of who creates it.
Reflection
This project reinforced that great branding isn't about making the logo bigger or louder.
It's about creating an identity that reflects the character of the business.The goal wasn't complexity. It was creating a brand with enough character to stand confidently alongside the work it produces.
For Mother Gorilla, that meant capturing the confidence, energy and boldness of its work while building a system that performs consistently across every application.
The result is a brand with a strong point of view—confident, memorable and built to stand out in a crowded industry.