Honor Among Thieves

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When good men become outlaws

Criminal branding

Criminal, a San Francisco based film and video production company, asked my team to create a new brand messaging and identity that embodied their mantra that “anything less than the best is a felony.”

With such a suggestive name, Criminal wanted to make sure that their brand was approachable and trustworthy while still embodying the rich visual vernacular of the crooked underground. The final brand system’s bandit mask became a flexible element Criminal could use to extend their presence across any of the content they developed.