Fade to Grey is a creative visual agency producing film and photography across formats – from social content and commercials to music videos and documentaries. Although the company was already established, they lacked a clear identity to communicate their position in the industry. Underwerk was brought in to create a brand foundation that reflected their approach and gave them a distinctive, professional presence.

Fade to Grey’s work centers on nuance – the imperfections that make a story feel real. This became the conceptual anchor for the new identity. Gradients and grainy fades reference cinematic aesthetics while underscoring the idea that life is not black and white, and neither are the stories worth telling. The design system is deliberately straightforward: typography provides clarity without rigidity, and the monochrome palette allows for subtle shifts in tone depending on context. The recurring fade motif adapts across digital and print applications, ensuring consistency while leaving room for creative interpretation. Templates and simple principles make the identity easy to use, even when materials are produced outside a design team.

The communication also pays tribute to the storytellers who inspired them, anchoring the identity in a broader tradition of narrative craft. The result is a brand identity that positions Fade to Grey as more than a production company. It gives them a clear, contemporary presence while leaving space for their films to speak for themselves. As co‑founder Frank Rosgaard explains: “The whole process has changed how we think about ourselves – and the identity keeps inspiring me with new ideas of how we can use it. It feels like the beginning of something bigger.”