Standard Projects’ Microdot identity makes the invisible feel visible

The most effective post-production work disappears completely. A perfectly colour-graded scene, a seamless composite, an invisible edit – they all share the quality of being utterly unnoticeable. Which presents an interesting challenge when building a brand for a studio whose technical brilliance is designed to remain hidden. Melbourne-based Standard Projects approached this paradox head-on when creating the identity for Microdot, a London post-production studio whose work has appeared at Sundance and Stockholm International Film Festivals, streamed on Netflix, and run in campaigns for Maison Margiela, Nothing and Nike. Founded by Adam Clarke, Mikey Smith and Zdravko Stoitchkov – described by Standard Projects as “cinephiles, avant-garde artists and technical experts in equal measure” – Microdot operates at a fascinating intersection. They’re makers from artistic backgrounds, inherently experimental, yet their craft demands absolute precision. Anything less shatters the illusion they’re working to create. Standard Projects distilled this tension into the positioning ‘Rendering Imagination,’ a phrase that captures both the literal technical process of their work and the creative ambition driving every project. “The thought came from understanding how Microdot works,” explains Dan Flynn, Creative Director & Partner at Standard Projects. “They’re a post-production studio, so rendering is literally what they do – it’s the final step where everything comes together. But they’re creative. The founders are makers; they come from artistic backgrounds and are inherently experimental. They’re obsessed with film, TV, cinema and approach every project looking for ways to push the boundaries of what’s possible.” Once established, this idea became what Flynn calls “a filter for everything” – shaping the visual language, site experience and tone of voice to feel like imagination made tangible.