Opinion by Richard Baird.
Reel, formerly Reel Good, is a digital production company telling memorable stories and crafting digital experiences from its offices in Auckland, New Zealand. It has positioned itself at the intersection between new technologies and established filming techniques, and delivers both creative and distribution services. These include providing direction, production, post-production, animation and music to clients such as New Zealand Air, Casio, Warner Music and Vodafone, amongst others. To coincide with the name change graphic design studio Richards Partners were commissioned by Reel to create a new brand identity treatment, which extended across business cards, posters, brochure and responsive website, that would help move it from start-up to respected production house.