The legacy of an icon - a creative brief designed by Golden Wolf to celebrate the 90th logo

Leading London animation/motion studio Golden Wolf, supported by Claire Sambrook, a senior lecturer, from The University of Portsmouth has designed a brief for a selected group of BA Animation students, from the Faculty of Creative and Cultural Industries.

The brief was titled THE LEGACY OF AN ICON and they asked students to help make a statement in the form of an animation meets mixed media film for social media and screening that will celebrate the Anglepoise brand and its hero 90th LOGO. Golden Wolf provided a template for their animation, design which allowed them to animate a unique sequence that would highlight what creative expression, legacy and design meant to them. For the final piece their animation will be compiled as part of a looping short to be screened at Anglepoise’s 90th birthday celebrations at London Design Festival 2025.

The campaign will unfold as a series of bold, distinct vignettes — each one shaped by a different artist, each one unmistakably tied to the brand. This is not a single story told one way — it’s a living, evolving portrait told through many lenses.

“Nothing beats throwing students into the deep end with a real brief and a real brand. Collaborating with our creative team and Anglepoise gave these young animators a proper taste of the chaos, craft, and collaboration that make this industry tick. Golden Wolf thrives on the creative challenges that come with this sort of client work, and that’s exactly the mindset we want to pass on. We’re all about helping the next generation become bold, adaptable, and creatively resilient. It’s a vital part of the learning curve, and we’re always hyped to be involved.”
Henry Purrington, Director Golden Wolf