Branding / Art Direction / Design

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SK Touring is a newly established, Australian company bringing overseas musicians to tour our shores.

The director of SK Touring asked me to come on board as the primary designer for the company, the first job being to create their new identity and collateral to suit. After a meeting we established the tone of voice appropriate for the branding. SK Touring had to reflect a sharp, modern and fresh company, that was reliable, confident and most importantly, cutting edge. The branding could not give in to any particular music genre trends, and had to remain professional while appealing to youth culture.

The end result was a simple, bold and confident typographical approach, that made use of an angular cut in both the logo and secondary language to reflect its sharp, modern and cutting edge personality.