Brand Identity · 2014

Hoax

Graphic design & branding for an immersive creative agency.

Roles: Creator
Skills: Brand Strategy, Brand Identity, Art Direction, Graphic Design
Client: Hoax
Scale: Brand touch points for an interactive design studio hosting 75+ events per year.

Goal & Strategy

A signature on masterfully executed deceptions.

Goal

Strike a balance between subversion and sophistication.

Strategy

Regal colors and elegant images that nod and wink toward mischief.

The Project

Hoax is a creative agency specializing in experimental design and experiences that challenge expectations. The brand needed to communicate sophistication while retaining an edge of mischief and mystery.

The logo is a hand-painted brush script that feels both spontaneous and intentional. The tagline “Subversion as a Service” positions the agency as a partner in creative disruption for the tech clients it mostly served.

The visual language is built on rainbow smoke: ideas that seem to materialize from nothing, shift and transform, then coalesce into something unexpected. It suggests illusion and the ephemeral without giving up elegance or simplicity.

I designed the identity end to end: the logotype, a set of logo icons, a brand guide, and the website, all of which carried across the 75+ events Hoax produced each year.

Graphic Design

Fonts