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Los Angeles-based production company, Ruffian, gave me an open brief for their identity design. Their intension as a business is to disrupt the norms and provide a high-end and extremely refined level of creativity and focus on client productions. Their list of directors is unique, interesting, surprising, experimental and sometimes a little dangerous.


To summarise the look and feel we were aiming for is that of "a stylish brut". Like James Bond perhaps? We liked the idea of creating a design style that is inherently two-faced.
We tried many different styles to express the idea of slamming elegance with menace. Some were more regal and decorative, some rough and industrial.
The font of the main logotype is Big Caslon. A classic looking straight sans-serif that feels right at home at the top of a fashion magazine cover. A paired with that small gold knuckle buster
When we had chosen 3 options of styles to develop further, Martijn Rijven of did the conceptual sketches to bring these to life, helping our client make a confident choice for the final identity version.

design elements


Following Ruffian's bespoke nature towards their clients, we used an old-school letter press printer to produce equally as unique and hand-made stationery.