Playtype: Brand Identity

Feb 2021

Playtype develops a expansive visual language through this comprehensive brand identity project. The work showcases an integrated system of custom typography, applied across physical assets ranging from product packaging and signage to large-scale urban wheatpaste installations. Designed by Two Times Elliott, Andrés Higueros, Yazmín Salgado, Vanderbrand, and House of Gul, the project leans into a minimalist aesthetic. The execution utilizes clean commercial design and editorial styling to bring a cohesive graphic presence to diverse surfaces, including neoclassical architecture, corrugated metal, and textured wax products. Captured in natural light, the identity experiments with bold black-and-cream palettes and abstract shapes. The project highlights the tactile process of branding, documenting the application of experimental typography within urban environments.

Horizontal, Commercial, Clean

Natural light

Advertising Campaign