Overview

Julia Garner’s new production company, Alma Margo, was in need of an Identity - so she came to Watson Design Group to craft both the identity and the Animation. In the early stages, we crafted multiple rough compositions that gradully boiled down to a few selects.  To inject personality into the initially stark graphic/vector approach, we incorporated a hand twisting a piece of palo santo to emulate a cigarette. The addition of the hand element not only introduced a striking contrast against the typography but also gave the brand a unique and memorable icon. As we entered the refinement stage, we captured Julia Garner's hand snapping, removing any explicit references to smoking.