O Street design studio from Glasgow, UK, has been reinventing their brand image recently. Apart from announcing their new slogan, “authenticity, collaboration and getting our hands dirty,” they have also created a new logo and a new set of custom fonts to mark a fresh new identification for the studio. Not long ago, O Street drew together the traffic marking construction team Markon, and the film production company, Pretend Lovers, for a cross-sector project. The project aims to bring the studio’s new logo and typeface into the real world through the precise hand traffic markings by the workers, which also creates a sort of looming landscape within the city.

Traffic markings are the features of every modern city; Although ignored in daily life, they are what coordinate traffic flow in the area. Shot by Pretend Lovers, this short film uses a delicate and sensible viewpoint, to record the moments when the workers are welding, floor proofing, mixing paint and creating the final markings. Capturing the whole construction process in this 6-minute long film, viewers not only get to see the O Street logo and fonts on the streets of Glasglow, but they also get to experience it through slow motion. The short film allows people to learn about the little-noticed marking process, and how hard these laborers work. Apart from being a promotional video for the business, it also acts as a tribute to this group of anonymous workers.