Working with a lifestyle publisher and content collective focused on sports news, culture news, and gear specifically marketed to young hip men was a little bit far from my comfort zone. The ask was to take a dated look consisting of sports lettering and crests, which felt like your fathers poker night and elevate the look to cater to the new millennial man. Thankfully I had dated a few, so I understood their appreciation for sleekness and simplicity, DIY and hard work and the gadgets they were into. I put on my bro shoes and started watering this seed.

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The ideas flourished into a system that when combined with the correctly colored imagery and voice successfully speaks to its audience appropriately.