Context: We’ve all had to do something before we were 100% ready. The client was starting another studio and needed to get something up to make it real while working on making it...real. The challenge was to design something clean yet creative without committing to a brand just yet. Ultimately, it would need to appeal to corporate clients and smaller lifestyle/media brands.
Approach: Without a formal branding process, I started semiotically—what does reprieve mean and how does it feel? Clean, light, elevated. Different than rest or relax, reprieve is a break from the grind. Since the client works in production design for experiential activations, the symbol would need to feel structural, too. So I went with a neutral sans serif, turned up the tracking, and created a shape that looks smart but is actually just vibes ;) In collaboration with the Studio Manager, I worked in a team of two and was responsible for the wordmark and symbol design.