Bringing the brand to life through film

As part of a global brand refresh, Ashcroft needed a powerful, modern way to introduce its brand to employees, customers, and partners worldwide. The challenge was to translate a complex industrial business and deep legacy into a clear, emotional story—one that reinforced trust, safety and innovation without feeling technical or corporate.

Approach

McL Brand Design led the creative direction and narrative development for Ashcroft’s global brand video, ensuring it aligned seamlessly with the newly defined brand strategy, messaging and visual identity.

• Brand-led storytelling
  The video was anchored in Ashcroft’s core belief that measurement moves the world forward, positioning the brand as a protector of people, processes and performance.

• Strategic narrative development
  We translated the brand purpose, values and positioning into a concise, human story focused on real-world impact rather than products alone.

• Visual and tonal alignment
  Every frame was designed to reflect the new brand standards: confident, clear and grounded. From typography and pacing to color and composition, the film reinforced Ashcroft’s refreshed identity.

• Collaborative production
  Partnered closely with video production teams and internal stakeholders to ensure authenticity, global relevance and long-term usability across channels.

Outcome

• A flagship brand asset used to launch the new brand across the global website, sales meetings, trade shows and internal communications.

• Stronger emotional connection to a highly technical category, helping audiences quickly understand who Ashcroft is and why it matters.

–––––––––––––––
Credits
Atomic Kid Studios, Robin McLoughlin