Kraft
Logo redesign - Illustration - Website design
Kraft is a french company providing payroll accounting services specific to the field of performing arts and visual arts.
This particular field in France is ruled by specific laws regarding the employed artist’s remuneration as artists in the field live under a special status, which has to do with how they perceive unemployment benefits through the year.
These peculiarities can make payroll accounting an art of its own. And that’s what Kraft is good at. They turn payroll nightmares into a simplicity masterpiece.
This particular field in France is ruled by specific laws regarding the employed artist’s remuneration as artists in the field live under a special status, which has to do with how they perceive unemployment benefits through the year.
These peculiarities can make payroll accounting an art of its own. And that’s what Kraft is good at. They turn payroll nightmares into a simplicity masterpiece.
We worked on two main goals:
We wanted to convey the idea that their services make life very simple for production companies and that payroll could be fun… If you outsource it.
We wanted to be clearly identified as working specifically with companies in the field of performing arts. For example, we wanted to avoid the iconography commonly used by the competition, like photographs of a calculator with a pencil on a desk.
Good sense
The art of crafting payrolls is about knowing how laws define the way taxes (social contributions) are shared between the employer and the employee. From the production companies point of view, paying an artist is also about knowing how to group hours of labor into « cachet », a name for a specific amount of hours of labor.
Though the system is complex, i realized the whole thing is about sharing the wealth, which should only require good sense.
That reminded me about how we learn to count and to calculate. In the early years of school, we use every day objects we can count, like matches and coins. Then we learn how to group them, making packs of a fixed number. E.g How many packs of three can i make with ten matches ? That sort of exercices..
Though the system is complex, i realized the whole thing is about sharing the wealth, which should only require good sense.
That reminded me about how we learn to count and to calculate. In the early years of school, we use every day objects we can count, like matches and coins. Then we learn how to group them, making packs of a fixed number. E.g How many packs of three can i make with ten matches ? That sort of exercices..
The objects we use for this should meet a couple of criteria. They should be multiple and identical. It was funny to found out that most office supplies are just like that, like paperclips, pins etc.
So we decided to animate these objects to make a fun set of illustrations that populates the website.
Thanks for watching!