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anti

Portfolio

Heath

hello@harrisonmilne.com

Digital Design

Personal Project

Anti

Brand & web design, 2018

Purpose

I was working for an agency called Mayte. After a number of years, they felt the existing brand didn't reflect their values and attitude properly. So we rebranded it on the side.

Involvement

Branding, Web design & Front end

Visit website ↗

Recognition

Featured on brutalistwebsite.com

The statement that started it all

The purpose of this rebrand was to find out who anti was and what it looked like. So as a team, we began by trying to explain our process, passion and work into one statement.

"When we're solving a problem, we don't follow the usual path. Because when you follow the usual path, you'll find a usual solution. And we're not ones for the usual."

– Anti, 2018

And because we thought we were different and cool (thanks Mum) we decided to explore directions that took what we did – and did it differently with the help of the statement that summed up who we were and what we did.

Intentionally versatile

Inspired by the Brutalist design style, anti is intentionally rugged. Brutalism became our main source of inspiration not just because it’s completely against agency expectations but because of what it stands for.

"In its ruggedness and lack of concern to look comfortable or easy, Brutalism can be seen as a reaction by a younger generation to the lightness, optimism, and frivolity of today's web design."

– Brutalistwebsites.com

Bold and simple.

We've all heard it before but this was a statement thrown around the office of Mayte for a while. Because of the mutual use of the staff and it's historic use It served a perfect starting point for the logo.

Systemised typography

At the root of what anti offers is their drive to deliver results that use emerging technology in what ever use case is thrown at them. With this accompanied by the willingness to look for alternate processes and results. Titling Gothic FB and Mono League was introduced to the brand.

Interview affinity mapping
Whiteboard session
Home of feast wireframing
The website

Following on with the Brutalist design direction. I began to explore layouts for the website. This process involved embracing the unknown and taking myself and the brand less seriously to achieve the desired out come.

Interview affinity mapping
Interview affinity mapping
Interview affinity mapping