Bringing new character to film and advertising casting
Forecast is one of Durban's casting and character agency pioneers, and is led by a n industry stalwart who garners passionate believe through her deep experience and personable insights into sourcing the best people for commercial placements as characters.
The business, was needing a refresh, both in purpose, and in personality.
Based on our understanding that service brands needs to talk about their purpose beyond simply the things they do, we wrote a positioning that talks to what it takes to succeed in a hyper-competitive marketplace, where persistence and imagination are what makes people stand apart from others. These are key for any actor or model to remember when gunning for the rare openings across film, tv or print. It's this grit, that is personified in the statement above, "you character counts", that speaks directly on a human insight level.
But our thinking didn't stop there - of course, as a client looking for people, the right character counts most, when telling a story to market - and so, our positioning and brandline, does double duty and speaks to buyers's expectations for quality, setting up Forecast as a pedigree provider of people.
Finally, going beyond simply recapturing the market's attention with a compelling written position and wordmark refresh, we brought back Dede's use of the casting couch as a support symbol, which provides the metaphor for any character presenting themselves as candidates. The Baroque styling captures the richness of Dede Mina's experience and talks somewhat to her personal aesthetic tastes, bringing a visual insight into a founder's personality, and helping us feel that much more closely connected to her and her business - because after all, it's people that matter most.