Shifting the spotlight to the unseen experts in the dark

Benchmark Productions

Creative Direction, Visual Identity, Art Direction

Brief

Helping a dated brand regain relevance

The Los Angeles-based production company, Benchmark Productions, had been successful in business over the years. However, the brand identity was still living in the last century. The brand needed a new look and feel to be relevant to its growing modern customers, and a meaningful brand story to own.

Creative Direction

Giving the production team their hero moment

The production team spends their entire lives shining spotlights on others. I want to give them a spotlight moment of their own. That was the aha moment for this rebrand. The visual identity needs to make the production team feel seen.

Color plays a key role in storytelling. The deep blacks and muted dark grays are intentionally chosen to evoke the dim, understated glow behind the control table, vividly capturing their authentic presence—in the shadows, never overpowering the stage.

While the color palette feels humble, the bold wordmark anchors the identity and gives it a weight that reads as a confident statement. The play button icon is subtly integrated into select letters, subtly referencing the nature of the industry.

Together, the visual identity is meaningful and feels confident yet grounded and reliable. Most importantly, it looks relevant to the clients that Benchmark Productions serves.

Campaign

Silhouettes behind
the stage

The campaign “We Set The Benchmark” is a tribute to the makers who bring the spectacle to life, even from the shadows.

The spotlight is reframed, literally and conceptually. Instead of focusing on the performers on stage, the imagery captures the often-invisible team behind the scenes: directors, photographers, and production staff working in the dark.

Their silhouettes stand in stark contrast against the vibrant, colorful stage lights in the background, symbolizing how their presence shapes every moment of the performance despite remaining unseen.