Jaguar’s 2014 Super Bowl commercial ‘Rendezvous’ became a viral success this week when it united legendary actors such as Ben Kingsley and Tom Hiddleston with an Oscar winning director in Tom Hooper. Also nestled in among these screen credits was the iconic visual effects company The Mill who managed post-production on the advert.

The Mill has just begun a comprehensive rebrand of its visual brand identity. This sumptuous new visual rebrand seeks to bring the elegance and wit of the company’s content to its own visual branding. Having worked on a staggering 20 of this year’s Super Bowl Commercials their strategic overhaul coincides with an expansion into its American market where three of its fours offices are based. The need to ‘convey personality’ across its multiple markets stems from a transformation of The Mill’s already renowned logo into a comprehensive brand which allows its four bases to be both original and interconnected.

The wordmark of four small vertical lines followed by two longer lines to spell out the word Mill typifies the deliberately playful character of this rebrand. So comprehensive is this rebrand that it will extend to ‘everything from business cards to complimentary umbrellas for rainy days’. The comprehensive scope of this rebrand is meant to show the ‘above and beyond’ ethos of the company – from its innovative and award winning content to its ‘free umbrellas’.

In addition to a new visual brand identity the creative team of Simon Manchipp, Laura Hussey, and Lee Davies at SomeOne agency has also redesigned Mill + a creative studio for connecting directors, animators, and designers. Furnished with a rebrand of its own, Mill + is currently awaiting the launch of its own full website but is operating a large and promising temporary showcase of the group’s previous material. Although no specific date has been given for this launch Simon Manchipp has described the site as looking ‘very exciting’.