Episode 13: Elsa & the UFX Studios rebranding
Welcome to Behind the Pixels, our exclusive interview series that brings you closer to the creative minds shaping the world of visual effects. In this episode, we sit down with Elsa de Balby, Marketing Manager at UFX Studios, to talk about the bold rebranding of UFX Studios, and how the studio’s identity evolved into what it is today: distinctive, ambitious, and deeply rooted in creative purpose.
Hi Elsa! To kick things off, could you briefly walk us through your journey at UFX Studios and how your role has evolved over time?
Absolutely! I joined the Umedia Group back in 2019 as Marketing Manager, working across both Umedia Production and Umedia VFX. Over the years, my role naturally evolved as the company itself transformed. One of the biggest shifts came when we began positioning UFX Studios as its own entity, moving away from being perceived as a simple extension of Umedia’s production arm. I was lucky to be involved in that strategic transition, helping shape how we define and express who we are, both internally and externally. The rebranding marked a major milestone in that process: it allowed us to fully embrace our unique creative identity.
When did you feel it was the right time to rethink UFX’s image?
The turning point came when we realized that our visual identity was inconsistent: two coexisting logos, vague naming, and frequent confusion between UFX and Umedia’s production services. It wasn’t just an external issue, it also impacted how we saw ourselves internally. That’s when we knew it was time for change. We launched internal workshops, then partnered with Stoemp Studio to align our identity with our ambitions.
What was the deeper intention behind the rebranding? Was it a statement? A new ambition?
It was both. The rebranding was a statement of independence, a way to affirm UFX as a key creative force within the Umedia Group, but also a clear expression of our ambition. We wanted to be seen not just as a support service, but as a bold, innovative and fully autonomous VFX partner. It was about owning our identity and showing our personality: passionate, efficient, and forward-thinking. It also reflected how close we want to be to our clients and to our talent, because our strength truly lies in the people we work with.
How did the collaboration with Stoemp Studio unfold? Any highlights from that creative process?
From the very beginning, Stoemp Studio really understood who we were and what we were aiming for, both creatively and structurally. We started with a strategic workshop to clarify our values, our audience, and the brand story we wanted to tell. From there, Stoemp brought structure and an incredible creative energy to the table. One major highlight? Their ability to translate abstract ideas into a strong and tangible identity system. The visual concept they proposed immediately resonated with the whole team. It felt like a natural fit.
Speaking of visuals, the totem symbol became a central part of your new identity. What made it stand out to you?
It was striking, and honestly, quite unexpected. The totem, as both a universal symbol and a reference to the monolith in 2001: A Space Odyssey, carried so much meaning. It represented transformation, structure, and elevation. It was bold, vertical, and forward-looking, all while being rooted in collective symbolism. At first, it wasn’t easy to project ourselves into it… and that’s what made it powerful. It pushed us out of our comfort zone and gave us a new lens through which to view UFX.
If you had to describe the before and after of UFX in just three words?
Before: incoherent, dependent, irrelevant.
After: bold, cohesive, aspirational.
It’s a real transformation, from something functional to something meaningful. That shift changed everything about how we’re perceived.
How did this transformation change the way you and others see UFX?
It completely reframed our perception of the studio. Internally, it brought pride and a renewed sense of cohesion. Externally, it brought clarity and helped us connect more deeply with our audiences. Today, we see UFX as an inspirational and independent VFX studio, proudly rooted in Belgium and standing tall within the Umedia ecosystem.
And in terms of industry positioning, how does this new identity change the game?
It clearly separates UFX from the production activities of Umedia. We now stand as a distinct, value-driven studio with a creative voice of our own. That allows us to communicate with greater confidence and authority, which is crucial in a highly competitive industry where perception truly matters.
Finally, how do you bring this identity to life on a daily basis?
We made sure to reshape our visual presence across all channels, from the website to newsletters and social media, so that everything reflects our new image. But we didn’t stop there. We wanted the entire team to feel part of this new chapter. So we infused the totem into our daily culture, not just through visuals, but also through wearables: T-shirts, sweatshirts, caps, even bucket hats! It’s a fun but powerful way to create a sense of belonging, and to rally everyone around a shared vision.
Thanks, Elsa! It’s inspiring to see how thoughtful strategy, creative collaboration, and a bold vision can shape not only a brand, but an entire team’s identity.