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I.
IDOLS
The world works in mysterious ways.
It was April ’96, and the number 1 song was Firestarter By The Prodigy. Waiting for a glimpse of the music video on Friday night’s Top of the Pops after the iconic video by Walter Stern had ended, it was at that point I knew I wanted to work with musicians. I HAD TO. I NEEDED IT AS MUCH AS I NEEDED OXYGEN to breathe (Pun Intended).
Fast forward ten years, I work in the mail room of XL Recordings, putting 12” promo vinyl in record sleeves to be shipped off around the country.
Fast forward a year later, and I’m working on the creative of The Prodigy's Greatest Hits, Their Law with iconic Creative Director Phil Lee. That's my handwriting all over the album and promo materials.
Fast forward another ten years, and I’m releasing The Prodigys’ 6th studio album, The Day Is My Enemy, through my RecORD label FMLY with Universal Music Group.
RIP Keith.
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IN RAINBOWS
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© 2022 DOGMA ENGINEERING, LLC. ALL RIGHTS RESERVED. SHARE WITH CARE OCA EDITION 2022.01 I. © 2022 DOGMA ENGINEERING, LLC. ALL RIGHTS RESERVED. SHARE WITH CARE OCA EDITION 2022.01 pronounced: CLIENT: GENERAL SNUS | ZYN ROLE: CREATIVE DIRECTOR YEARS: 2016 ,2017, 2018 © 2022 DOGMA ENGINEERING, LLC. ALL RIGHTS RESERVED. SHARE WITH CARE OCA EDITION 2022.01 BRAND BOOK Our logo and our name unify as a single message. No excess, only a clean symbol of what we do in word carefully placed. Our logo is our name with our motto as our aim. — Click here to download logo files. Typography Logo Usage Lock-ups o1 The Swedish Tobacconist The certainty of our purpose speaks clearly through capital letters and bold typeface, square but not sharp. The motto of expert craftsmanship becomes understated, yet personal when expressed in lower case letters with an italicized flair. ALL CAPS LOGO, lower case motto. The clear division between what we do and how we do it is represented in the stark disparity in both typeset and font. Logo Full Lock-up Sub Marque Typography Logo Usage Lock-up Photography Full Lock-Up Our primary logo – Horizontal Logo with Motto sub-marque Logotype Sub Marque Always italicized, always lowercase, always horizontally expressed Lock-ups The Swedish Tobacconist o2 Primary Typeface Din Condensed ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789 The Swedish Tobacconist Typography Color Usage Logo Photography heavily industrial style characterizes the DIN type family. Strong and weighted; Din Condensed shows simplicity can be powerful. but built to conform to German Condensed holds uniquely European points of view within its Secondary Typeface The Swedish Tobacconist Typography Color Usage Logo Photography Didot ABCDEFGHIJKLM NOPQRSTUVWXZ 0123456789 Italic ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789 Regular ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789 Bold ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789 Dating back to 1783, Didot was born of the roman type style and has been noted not be properly captured by old typeset, but it’s agelessness has seen it rise to prominence since being brought to the digital world in 1992. Typography Color Usage Logo Photography most fundamentals colors, the polar opposites that are paradoxically identical. Color inversion is permitted Color alteration is not permitted yet all colors of light merge as the brightest of white. In print, pure absence brings the whitest of white, yet all colors merge together to create the deepest of blacks Secondary CMYK: 0%/0%/0%/0% Primary Color Name: Deepest Black CMYK: 75%/68%/67%/90% Color usage Full Lock-up classic, yet minimally invasive to the product our brand adorns. Diagonal or vertical only. Shopping Bag No wrapping around edges, no angular placement, no cheaply made, cheaply printed or cheaply presented products. Whether in full lockup or divided between logotype and sub-marque, placement must be geometrically Let the source of our print material be undeniable without overstating itself. Print Design Web Design Typography Typography Color Usage Logo Usage Lock-ups Photography A minimalist site that is easy to to educate is congruent with all of THE SWEDISH TOBACCONIST are simple yet timeless experience. When we need to support our product communication with Illustrations, we use these simple illustrations to help the story. Icons The Swedish Tobacconist o5 SMNA Case Studies, Trans-Atlantic updates Case Study Photography When showcasing THE SWEDISH TOBACCONIST to colleagues or cohorts please only use the approved photos located here. Premium Images Photography Use The Swedish Tobacconist Typography Color Usage Logo Photography When THE SWEDISH TOBACCONIST uses photography we consider what it will look like 100 years from now. If the look is not timeless, it is not to be used. Use unique photos. We do not allow use of any stock photos unless they are CLIENT: GENERAL SNUS | ZYN ROLE: CREATIVE DIRECTOR YEARS: 2016 ,2017, 2018 COMPANY: SWEDISH MATCH / GENERAL SNUS / ZYNN ROLE: VARIOUS; CREATIVE DIRECTION, RETAIL DESIGN AND BUILD OUT, MARKETING COLLATERAL, EDITORIAL AND CONTENT LEAD
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