Kinetik is eleven people in two cities. We started in 2016 because every project we worked on died in the gap between the brand team and the motion team.
So we built a studio where those are the same people. The designer who draws the mark is in the room when it gets animated. The editor grading the film has the palette open on the second monitor. It sounds obvious. Almost nobody does it.
We would rather turn down a project than hand over something we would not put on the reel.
Two weeks of asking uncomfortable questions. Most briefs describe a symptom rather than the problem.
Three directions, presented flat. No mockups, no lifestyle photography, nothing that flatters a weak idea into looking finished.
The chosen direction gets animated before it gets refined. If it does not work in motion, it is not the right mark.
Guidelines, asset library, motion specs and a recorded walkthrough so the next agency cannot claim they were not told.