Draff.tv: Streamline your imagination
The Draff.tv rebranding project transformed a leading Chilean animation and motion graphics studio with over 15 years of success in Latin America, positioning them for European market expansion.
Despite being well-established in Chile, Draff faced the challenge of being virtually unknown outside Spain and lacked a cohesive brand strategy. The mission was clear: craft a vibrant, meaningful identity and communication strategy that would resonate internationally.
As Creative Director, I guided a five-person team through this comprehensive brand transformation over five months, reimagining every touchpoint from visual identity to digital presence.
The Challenge
Draff.tv had built a strong reputation across Latin America, but breaking into the competitive European animation market required more than just talent. The studio needed a brand identity that could communicate their unique value to international clients who had never heard of them. Their existing brand lacked the clarity and sophistication needed to compete with established European motion graphics studios, and their digital presence failed to tell their story effectively.
Strategic Positioning
Our first task was to redefine Draff’s core message through strategic brand positioning. Whilst many animation studios can technically deliver high-quality work, Draff’s true competitive advantage lies in its smooth, organised production process that marries creativity with predictability, a rare combination in the creative industry.
We distilled this unique selling proposition into the new brand positioning: “Streamline Your Imagination.” This tagline set the stage for a brand that helps companies tell their stories without sacrificing originality. It speaks directly to client pain points: the need for creative excellence delivered reliably, on time, and on budget.
Visual Identity System
The logo redesign was pivotal to the rebranding success. The original graffiti-inspired design expressed energy but wasn’t built for today’s digital-first world. We crafted a new logo with precise proportions and flexible layouts that maintained that vibrant spirit whilst offering clarity and versatility across all platforms, from social media to large-scale presentations. This visual evolution signalled a modern, dynamic animation company ready for global stages.
Colour strategy played a starring role in bringing Draff’s brand personality to life. We introduced a bold, pinkish tone, breaking away from the animation industry’s often serious and conservative palette. This distinctive splash of colour embodies energy and creative flow, reflecting Draff’s production pulse whilst providing room for growth in their visual language. The expanded colour system gave the brand breathing room to evolve whilst maintaining consistency.
Website Redesign and Digital Transformation
Rebuilding the website was a game-changer for Draff’s digital marketing efforts. The old site was dark and dated, undermining the company’s lively creative spirit and severely hampering SEO performance. With my team of five, we reshaped the site into a bright, multi-language platform with intuitive navigation and focused storytelling.
The new website design connects Draff with potential clients in their native languages (English, Spanish, and Portuguese) making global expansion tangible and accessible. We implemented SEO best practices throughout, optimising page structure, meta descriptions, and content hierarchy to improve search visibility for key terms like “animation studio,” “motion graphics,” and “corporate video production.”
Social Media and Marketing Strategy
Our comprehensive social media strategy sharpened the studio’s brand voice across platforms, using content formats that spotlighted both finished projects and behind-the-scenes processes on LinkedIn and Instagram. This transparency-focused approach led to rapid gains in engagement and follower quality, attracting the right European clients.
We crafted a compelling pitch deck and corporate materials designed to quickly communicate Draff’s value proposition to busy marketing directors and creative agencies. These assets blended playfulness and professionalism, making complex animation services feel approachable and trustworthy.
Measurable Results
Draff.tv’s new brand identity and digital presence sparked fresh business momentum and opened doors to new European opportunities. Website traffic increased significantly, with notable growth in visitors from target European markets. The rebranding elevated Draff’s perceived market position, enabling them to compete for larger international projects.
This project was not just a rebrand. It was the strategic foundation for Draff’s global journey, executed with clarity, creativity, and a truly streamlined imagination.
Project Vitals
Specialty: Creative Direction, Branding, Copywriting, Web Design, Digital Strategy
Team Size: 5
Role: Creative Director
Duration: 5 months, 2025
Tools: Adobe Creative Suite, Figma, Keynote, ChatGPT
