Task: Identity, print design, web design, art direction
Arlo Pyne is a photographer based in Sydney, Australia. On the surface, Pyne’s work can be seen as simple and documentative. But upon dissecting his work further you can start to see the verisimilitude in his photos. There is a rawness that comes through, either from the moment of confrontation, or the quietness of the mundane. In response to his bold approach, we wanted his identity to carry through the same tone. His initials are applied brazenly across all formats, whilst his photo’s are seemly placed carelessly. We wanted the viewer to see through his eyes - that there is a sense of journey, but no goal. And on this journey there are moments that make you pause and it can be fleeting like those you catch in the corner of your eye. As part of launching his brand, I worked with him on the identity for the campaign for his new series he shot in NYC. Inspired by American patronism, we reworked his identity as to show his immersion into the american culture. We referenced this through using a american block letterpress font, and the stars on the flag.