Cartel
Strategy, Brand Identity, Website Design & Development. Animations and stills by Cartel.
Cartel is a commercial and film editing company with studios in Los Angeles and New York. Our work began with a complete rebrand, introducing a bold crocodile icon and a smooth, memorable wordmark for Cartel. We also created two sub-brands, The Lookout and Cartel Films, to showcase emerging editors and feature-length projects. The result is a custom portfolio website site that balances a rich library of video content with a smooth, immersive user experience.
Brand Identity
We redefined Cartel’s identity with a bright green crocodile icon and a sleek wordmark built for motion. Before-and-after animations show how the new system sharpened the brand while staying true to its edge.
Website Design
The custom Webflow site uses a dark theme to let the vibrant green highlights pop. We organized the layout in a brick-style pattern, mixing large full-screen video showcases with smaller previews to avoid overwhelming the viewer.
Editor Index & Profiles
The Editor index showcases each portfolio with a short video on hover. Once inside, each editor’s profile features a personal touch, like a favorite GIF or link, to showcase their personality.
The Lookout
We created a sub-brand built to spotlight emerging editors while separating them from the general talent pool. The Lookout uses a bold red-orange palette and features interactive crocodile eyes that track the cursor, adding personality and playfulness to the work.
Cartel Films
For Cartel Films, we kept the design black and white, using the same Cartel wordmark with a slightly bolder typeface. This section is set up like a blog, allowing users to read about feature-length projects even when no video is available.
