Crooked 2.0
built to scale
The Crooked Media design team set out to prepare the brand for the upcoming election cycle. I provided creative direction, with a focus on optimizing the brand for an ecosysyem that prioritized Reels and face-to-camera video. This meant making a system that allowed that branding to get out of the way when a more organic look was called for.
new tools for new opportunities
With larger and more involved events on the horizon, Crooked’s updated brand system would have to work in new ways. The design team stress tested the new branding across all touch points to insure it it was ready to meet the moment.
Make it personal
Scribbles and imperfection were built into the brand standards, a touch of humanity (and punditry) in a system that had to be used by many different teams.
video-foward
It was important for the branding to get out of the way when it might distract or read as overtly corporate. Containers and shapes allowed for the constant use of imagery and could be dialed back when less branded face-to-camera-video was needed.
