In developing the StraightEight branding package, I took a cue from their approach to filmmaking: a desire for emotional storytelling, human connection, and endeavor—an ever evolving, collaborative desire for communal stories. I extended this interplay between story and humanity into a visual package that not only illustrates their personal and company values, but also their aesthetic loves and interests. Taking a cue from their creative influences, including mid-century and Bauhaus design, as well as their commitment to athleticism and cycling culture, I aimed to synthesize a brand system that feels in step with beauty of their films.

I always spend time familiarizing myself with a brand, the brand owner and stakeholders, and make it a point to focus on and fully understand their values. It starts with inquiry, an open ear and mind, and some thoughtful writing. I then cast a wide net for inspiration, and hone in on a north star aesthetic, or visual feeling.

The design process follows. I spend time ideating, sketching, refining, presenting and revising. You'll see the finalized design selections, along with some process frames below.