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ATYP
Through the course of 2025, I led the rebrand of Atypikal, a Chicago 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 environment in the west loop. I then led the design team through discovering a new design system and updating Atyp's assets with our new language, which included scanning the city and creating a custom font collectively.