The challenge with this rebrand was how to make a look that would excite new customers, without alienating existing customers. We chose a contemporary take on an early 20th century font family: Space Grotesk. I crafted the logo out of the lowercase 'L' character in this typeface to create abstracted interpretations of the tools Danny uses to upholster.
Danny loved the classic look of gold motif window stickers, because the font and logo were simple and sold, they worked really well in this application. We went with another local small business for the installation: Stickup Industries in Marrickville.