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.
That was the inspiration for the first concept of Maplerock - a sacred place, rich in myth and tradition. The animation could be an areal journey over isolated and rich landscape until arriving at Maplerock, then, as the surrounding background fades away the tree is softly framed.
However warm and grounding that appeared, it didn't include the fresh contemporary image the client desired.
Concept 2: The second image simulated overlapping beams of stage lighting, forming a maple leaf. The animation would have the individual beams individually pulse to life on musical tones on a melodic scale.
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.