In 2014, Philippe Woodtli asked me to come up with a better logo than the little camera icon he had been using for his motion design company up until then.

As often, my research led me down countless, winding paths until the moment I realized that what set his work apart from the competition was his video editing abilities.

His sense of rythm to be exact. The way he cuts and pastes video segments together, with seemingly effortless precision.

At the end of the day we agreed that this was best summed up by a zig-zagging timeline and a pair of scissors.

After all, it's all in the cut.

Several years later, the logo underwent a facelift by none other than one of my best friends’ agency By the Way studio.
Having not looked at it for a number of years, it was interesting to see what they kept and what was discarded in there.

It’s also why I keep this page on my website: comparing the process that led to one iteration of a logo and being able to jump to what happened to it next is a great way for me to learn and identify what to keep and what to throw away.
(i.e. In this case why Philippe got tired of friends’ jokes about him being a hairdresser because of the scissors in his logo!)

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Go see for yourself, it's all on the Woop Prod website.