This brand was created for an alternative streetwear apparel company. The idea was to create a brand that paid homage to the secret societies. They exist in shadows and you never know who may be a member but through these groups, most of us are connected, directly for by a few degrees of separation. I explained this to the owner of the company and it really resonated with him that you always know one of these guys or are one of these guys, so it was kind of an every man’s kind of brand. I developed a custom hand-lettered logotype and several other branding elements to launch this brand.