A new Canadian documentary film producer required a grounded, fresh and distinct identity that would translate well into a short animation.
Concept 1: The thought process started with the name Maplerock. Research revealed that trees are traditionally referred to as keepers of the story, as they witness the passage of time and events.
Warm and grounding but it needed to be fresher and more contemporary.
Concept 2: The second image simulated overlapping beams of stage lighting, forming a maple leaf.
Concept 3: A story also unfolds or is formed from a single event, its many facets and characters shaping an overall storyline. The animation would be a single piece of red paper folded into an origami inspired maple leaf.