Graphic Designer · Designer
Living outside the UK has made me appreciate, for the most part anyway, how easy things are for us here.
timeless yet punctual, charming and reliable.
I identified an opportunity to create a democratic brand that’s not just for the pros, but for the casual gamers too.
Despite their differences in background, nationality, age and gender, they were all motivated by one thing – a deep sense of community and belonging.
I wanted to tap into the brand’s democratic, inclusive and unpolished gravitas, capturing their persuasive ability to bring diverse sets of people together to find community, a home, and a sense of belonging.
Reckless is timeless yet punctual, charming and reliable.
The duality of the two typefaces fosters a tension between classic and contemporary.
The condensed letterforms of Right Grotesk used in Juump’s wordmark stand rigid and upright, as if they themselves are too waiting in line.
I wanted to truly ground the identity in the past tense, and I knew that illustrations would be the perfect vehicle to do so.
The article explores why many UK-based creatives are relocating abroad, examining economic pressures, lifestyle motivations, and the impact of remote work. Through interviews with designers and studio founders, it reveals a nuanced picture of global mobility, professional adaptation, and shifting definitions of 'home' in the creative industry.
The article by Poppy Thaxter on The Brand Identity highlights five standout serif typefaces frequently used in branding projects: LL Bradford, Editorial New, Romie, Tobias, and Reckless Neue. It explores how each typeface has been applied by various studios across industries, showcasing their versatility and aesthetic qualities. The piece serves as a curated roundup of serif fonts that continue to shape contemporary brand identities.
Freddie Hall, a Brooklyn-based graphic and motion designer, created a bold and inclusive brand identity for Rogue, a new esports and gaming peripherals brand. Drawing inspiration from counterculture zines, Hall’s design embraces imperfection and DIY aesthetics to reflect the brand’s 'Home of the Misfits' ethos. The identity uses raw typography, handwritten elements, and a tactile visual language to unite gamers of all backgrounds.
The Brand Identity features Freddie Hall’s design for Juump, a virtual queueing app aiming to modernize waiting experiences. Hall created a copy- and type-led identity combining Reckless Neue, Denim, and Right Grotesk, paired with historical Rowlandson illustrations from the British Library to balance modernity and nostalgia. The result is a playful, time-conscious brand system that visually echoes the rhythm of queueing.