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ATYP
Through the course of 2025, I led the rebrand of Atypikal, a Chicago-based creative agency. At the time there was a shift in the direction of their work and services from a background production side to a more front-facing marketing and advertising practice, which demanded a more intimate knowledge of their own brand to present to new clients.
I directed a brand identity exercise with stakeholders that created pillars that then informed visual identity - a full system based on their grungy city environment of the West Loop. I then led the design team through discovering a new system and updating Atyp's assets with our new language, which included scanning the city for textures and creating a custom hand-drawn font collectively.
This project was all about expressing the truth of the business, and that involved embracing their moniker and making it the main mark - ATYP.