Basis | Brand Video

THE ASK: Our long-time client, Centro, did a massive re-branding/name change effort in 2021. They are now called Basis Technologies. As part of the re-branding, they re-designed their whole website and wanted to create all new videos to be featured on the new website.

THE CHALLENGE: The original Centro brand heavily featured their bright, airy offices and the people of Centro. The new Basis Technologies brand’s color palette was a complete 180-degree flip. It was a black-on-black look. Dark backgrounds and white text, kind of vibe.   People would still be the featured component, just living in the black-on-black world.

Basis Technologies requested we design and create 10 unique black-on-black office environments for us to shoot photography, video interviews, and additional video footage. Captured photos would be used on the site and for all new branding efforts. The video footage captured would be the foundation for 8 new videos created by the BRM team. This project was heavily production design forward, requiring the team to visualize beyond the location and create a living breathing space that resonated on video.

THE SOLUTION: We worked side-by-side with the incredible Basis team to formulate a plan to take on this massive project.

We took over their Chicago offices and turned their largest room into our production studio. We painted the walls shades of very dark gray and redecorated the space repeatedly to be a range of office environments: casual seating areas, conference rooms, general office spaces, home offices, and more. 

Our production design department rented and shopped for dozens of furniture options (all shades of gray or black), and customized a host of props to be all black; desktop computers, laptops, desktop accessories, plants, moveable walls, screens, phones, and everything in between. 

Furniture, wall panels, and felt pads were hung for each of our unique office setups. We even hung various unique light fixtures for the different environments. 

With a larger crew and an organized team, we barreled through multiple setups across a handful of setup and shooting days, alternating between still photography and video production.  It was an exhilarating shoot using real people talent (Basis team members) to create engaging and authentic, interview-driven content.

We’re extremely proud of the work we did on this project, and we’re honored to have earned their trust to take on such a massively important project.

THE RESULT: We produced thousands of photos, hours of 4K and 6K footage of interviews, and slow-motion b-roll that ultimately became the backbone of the website, product launch, and marketing campaign.  Visit their website and click around to see all of our work in action. You can also watch all of the videos we produced at this link.

CLIENT FEEDBACK: “Partnering with BRM was one of the best choices we made for our rebrand — they were our nexus point for the production, photography, animation, and video. Their professionalism and creative precision translated into a successful rebrand launch that not only showcased our product on a high level but also our people.”

Jenn Rachwalski
Sr Design Director
Basis Technologies