Right! Truly wild.

The one Summer worked on was a more delicate version of the selected direction but leaned into small town architecture as a brand element. Overall, it ended up feeling a little too lux for the client but it was still very beautiful. @alexanderson001.bsky.social also made a dope monogram.

The killed directions were also something really special.

When was the last time you saw a ligature bridging over a letter?? Rest easy wonky wordmark you were too weird.

When building out the brand elements we wanted to nod towards the visual language of tax forms. Little notches, tabs, checker patterns, monospaced type, rules, X's, boxes, etc. So we build out a little library of bits and bobs that can show up all throughout the brand.

With a four letter wordmark we knew we needed to make it sing. Dayan belabored every single curve of this thing to make sure it could be blown up on a billboard and also scaled down to be a footnote and still have a presence.

I was like I'm IMMEDIATELY buying this...then saw the price and was like, maybe just one of them will do.

Hahahaha! Cant believe how insane that tweet went.

I almost didn't write a case study for this project because I didn't really know how to talk about the invisibleness of brand design in product. I didn't think people would "get it."

I wrote this in under 2 hours - pure stream of consciousness.

medium.com/smith-dictio...

Grab your tickets here
↓
www.underconsideration.com/brandnewconf...

The team had so much fun designing their own stamps and when we got them we could NOT stop stamping.

Shout out to Scott McClelland at Paper Meets Press for his never ending attention to detail and getting these things just right.