Peter Giodani
SIMPLICITY FRAMES THE FOCUS
brand identity | client: Peter Giodani
The identity is not just branding—it’s a reflection of storytelling through pure, striking visuals.
Peter Giodani’s brand identity reflects his desire for a non-traditional and distinctive aesthetic. From the start, Peter expressed that he wanted to break away from conventional branding approaches, favoring something that stood out as bold and original. Drawing inspiration from minimalism and brutalism, we crafted a visual language that rejects ornate elements in favor of simplicity and strength. The result is an identity that mirrors Peter’s creative essence—raw, striking, and unapologetically unique.
One of the standout features of the branding is the innovative approach to typical items like business cards. Instead of a standard card, we introduced a custom-designed box of matches as a tangible and memorable representation of Peter’s work. This creative choice not only aligns with his desire to defy the norm but also adds a layer of intrigue and functionality to his brand presence. The matchbox becomes a conversation piece, creating an instant impression that stays with clients and collaborators long after their first interaction.
In line with the principles of minimalism and brutalism, the design relies on a clean, monochromatic color palette and bold typographic choices. Sharp lines, structured layouts, and unembellished forms define the visual elements, while Founders Grotesk Condensed serves as the typeface, providing a modern and commanding look. These elements harmonize to create a brand that is both understated and impactful, allowing Peter’s photography to remain the central focus without distraction.
Ultimately, the brand identity encapsulates Peter’s individuality and vision as a photographer. By prioritizing authenticity and unconventional design, we achieved a balance between form and function that reflects his artistic philosophy. The combination of unexpected materials, minimalist principles, and brutalist influences results in a brand identity that is not only visually compelling but also deeply personal, resonating with Peter’s audience and leaving a lasting impression.