A business pitch prompted the need to create branded videos that hyped Latcha’s passionate dedication to their clients and off-color creativity. As the company’s resident mohawk’d art director, I was hand-selected to lead the project by Latcha’s CEO and CCO to push the videos to the very limit of their comfort zones.

In true pitch fashion, we knocked out both videos in just four days.

In addition to creating the brand videos, a clever typographic treatment was needed for Latcha’s new motto and tagline, “The Will. The Way.”

I always start my process on paper, and after a few pages of exploration, I ended up developing an ambigram—type that can be read two different ways using the same design. I worked out the kinks and solidified the design as a vector graphic which I then animated in After Effects.

Latcha branding The Way The Will