© 2018 SansHype Design


Branded Identity System


Leo Docuyanan

Brand Identity

San Francisco photographer—Leo Docuyanan—shot this legendary image of Hip-Hop artist Del the Funky Homosapien and was used to craft a distinct identity package that would communicate Leo’s artistic and slightly-edgy style to evoke discussion with the hope to attract more clients. After our brainstorming session, I extracted a unique detail that felt special: preserving light-meter readings in his post-production process. Rather than use the detail on each document, I used restraint to keep from visually overwhelming the overall system. I added the detail on the promo card, poster, and press badge, while placing the focal grid on the rest of the artwork. This combined design treatment brought a certain allure that caught the clients he had envisioned. Some time after this project, a small San Francisco startup by the name of Instagram would utilize the same style treatment on one of their most popular filters. Smiles for miles.


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