Context: I’ve worked with Johnathon (Cramer) a few times now on things like Sundown and Reprieve, so when he found himself at Invisible North as the head of production and wanted to thank the crew for a great year, he gave me a shout. They ended up taking things in-house, but it was a great intro to their freelance team.
Approach: The client didn’t want just a logo slapped on a shirt; he wanted the piece to feel artful, technical, and reflective of the hard, beautiful work these folks do. (All while balancing the need to look specific to the team, yet part of the Invisible North family.)
This was so much fun to make, and full of easter eggs for the
careful eye: numbers, phrases, and shapes important to the team.
The key to a bit of organized chaos was to create
relationships between the shapes that anchored them
while being flexible enough to engage on many layers.