rhinofx is dropping off the "f" and "x" and changing its name to Rhino. A year after uniting with Gravity, one of Israel and Canada's premier media development studios, Rhino has updated its name, identity, and vision to coincide with its dramatic and global evolution in both traditional and non-traditional work across TV, film, web, and mobile screens. While Rhino has always been known for its work in VFX and CG-oriented design and animation, the addition of Gravity's resources has been a huge complement, adding more design depth and stylistic vision to their creative arsenal, and opening up unique opportunities for a variety of new media ventures, larger-scale pitches and projects, and global campaigns. Solidifying their position as a design and effects force across four screens, Rhino has doubled in size, with the talent, partnerships, and resources to deliver vfx, character animation, brand building, content creation, and digital solutions to the world's top brands, agencies, and entertainment companies.

With Gravity's locations in both Tel Aviv and Toronto coupled with Rhino's New York and Connecticut studios, the company has diversified their offerings and greatly expanded their capabilities. All completely technologically linked, the union creates an international brigade of the industry's leading artists. Rhino's vast internal bandwidth and worldwide presence enable them to take on a variety of projects, for any client, anywhere.

Commenting on the re-brand, Zviah Eldar, CEO North America, said, "A year ago, we saw a great opportunity in aligning Gravity and rhinofx, leveraging our locations around the world and combining the advertising and film experience with online and mobile media expertise. Each of our offices is linked creatively and technically, strengthening our commitment to expand our services to agencies, film studios, and brands across all platforms. Now, Rhino delivers much more than visual effects and the name change will help reflect these capabilities."

In addition to this broader, diversified creative approach, Rhino is launching a branding package including a new identity, website, and materials to better reflect this vision. The studio has done an expansive build-out of two entire floors at their New York City location, bringing their artists and producers together to create a more open and collaborative environment.

Supporting this evolution, Rhino recently undertook a mobile and alternative media project, collaborating with GS New Media and Sun Microsystems to build a state of the art virtual world for a global children's television brand THE SADDLE CLUB. The interactive experience, which lets young girls celebrate friendship, adventure, and horses, was built on the Project Darkstar platform, the breakthrough open source online game platform invented by Sun. Expanding on their vision for mobile content, Eldar notes, "We have combined years of mobile experience with design and creative talent to position ourselves at the forefront of the changing worlds of both online and mobile content development. Our artists and production teams can deliver the high-quality rich graphics, animation, and 3D that are quickly arriving for these emerging channels." In addition to THE SADDLE CLUB, the Rhino team is also looking at expanding on Gravity's prior mobile content hit, GEMMA, which was one of the first "mobisode" series ever released. The project, done with Orange Israel mobile, was picked up for both online and television distribution.