i. Navigate

ii. Thoughts...

iii. Selected Works (2003–2025)

iv. From The Archives

Garanti

Sponsorship commercial for estate agent Garant

Fig.01. — City Microcosm

i. Project Background
Sponsorship commercials are often treated as an afterthought, a static logo, a few seconds of filler, and on with the show. But I see them differently: as a creative challenge and an opportunity to say more with less.

For this illustrative spot for estate agency Garanti, I built a stylised city scene that quite literally grows out of their logo. The goal was to quickly and clearly communicate the wide range of properties Garanti represents, from compact flats to family homes and everything in between.

Fig.02. — Street level, night-time

Fig.03. — Bird’s-eye view

Client:
Garanti

Product:
Sponsorship, commercial

Year:
2012

Design, direction, illustration:

Joseph Hodgson

Designed @:
Racecar

Awards:
Nominated as best commercial at Visuelt 2013

ii. Process & Result
Using a bold, extruded design language, I transformed the logo into an entire urban landscape, giving viewers a visual shorthand for Garanti’s scope and reach, all within a tight runtime.

Each letter in the logo represents its own architectural style, with many of the buildings inspired by real-world structures. The ‘R’, for example, takes cues from Oslo’s iconic town hall, grounding the piece in a familiar local context.

Fig.04. — Sunrise

Fig.05. — Gradual reveal

Fig.06. — Logo begins to form

Fig.07. — Aerial perspective

Fig.08. — Garanti!

Previous Project

Next Project