We christened 150 as an homage to the original $150 the Warner Brothers initially invested into their company, which stands as a testament to how a dollar goes a long way. We wanted to exhibit a bold and iconic feel for the brand, which left consumers with a lasting impression reminiscent of a classic motion picture, so we drew from artistic styles such as Art Deco for its visual recognition during a period of cultural transformation. One of the major attributes found in Art Deco is an embrace of technology which is mirrored by the ever changing film industry as it grows with technological advancements. We wanted the logo itself to be an icon of its own, and the numeric form of 150 felt more powerful and lasting. We also wanted to highlight the emerging artists by designing supporting material that directly involved their presence and work.

We applied an Art Deco treatment to the typography to give it a pronounced feeling while utilizing mainly black and white throughout the brand to allude towards classic motion pictures. In the supporting material, vibrant stills from films are juxtaposed over black and white portraits of their storytellers as a literal interpretation to their vision and perspective. One of 150’s most important brand elements is the 16:9 frame, which serves as a framing device and a tribute to the widescreen aspect ratio of digital video.

We helped Time Warner, a media and entertainment conglomerate, name and brand 150 as a new venture within the film industry. In creating an identity for 150, we established a venture capital like resource that provides aspiring filmmakers and artists with financial, creative, and technical support from prominent people within the industry. We saw that Time Warner knew they had the means and desire to provide opportunities, and we wanted to help their initiative make a large and lasting impact on the visionaries of the future.