Within the Creative Brief, I was asked to create a brand identity for a skateboard company and design three skateboards that align with their image.
The Insight:
Skateboard culture is based in counter-culture and aiming to be different. Therefore, this leads to a brand that creates visuals which go against what is considered attractive or desirable.
The Idea:
My vision with coming up with the brand “Brutto” (Italian for “ugly”) was to take images or ideas that are stereotypically unappealing or gross and create a cool, counter-culture brand. Even for the logo, this idea was elevated by using the ugliest font imaginable (Comic Sans MS) for the logo and arranging it in a new, fun way.
My Role:
Graphic Designer and Art DirectorConcept Brutto Experience: Opening a skatepark where graffiti is encouraged
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