Outbound Lines Art & Design
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Magic Monster Creative

One of my favorite unused names and concepts for a creative studio I was a part of. The concept was “A marketing agency that had to look like the strangest idea in the room — on purpose.”

ClientCreative Studio
RoleBrand development, art direction, illustration
DeliverablesLogo, brand identity concept, design system, marketing asset templates
SectorWeb3 marketing
Magic Monster Creative brand banner: a wide-eyed purple monster on a starry sunset gradient. The MMC wordmark: Magic Monster Creative, imaginative marketing solutions for innovative web3 projects.

Brand banner

Identity

The full lockup: wordmark, tagline, and the character that carries the whole personality.

The Magic Monster Creative homepage on a laptop: the monster waving beside the MMC lockup and a Get In Touch button. Brand element sheet: four core colors with hex values, three gradient bars, and the Adelle Sans type scale.
Consistency across all media

The same voice, every format.

Illustrations, color and typography convey the personality of the MMC brand from small to large format, and from digital to physical media.

Two business cards on a pale blue surface: a gradient card with the MMC wordmark, and a white card with contact details.

Business cards

Print

Gradient on one face, near-white on the other — the loud side and the quiet side of the same brand.

A wide transit banner in a station: Magic Happens Every Day, with a winged monster on a mountain sunset.

Transit banner

Out of home

At this size the character does the reading for you — the words are only there to confirm it.

A city bus shelter poster: Magic Happens Every Day beside a grinning winged monster, with the MMC lockup below.

Bus shelter poster

Out of home

Photographed in place: the brand has to hold its own against blue signage and grey street.

Mobile app screens and a resource sign-up section: the MMC lockup on a phone beside the monster illustration and an email capture form.

Mobile app & resources

Digital

On a phone the illustration is cropped, not shrunk — the eye and the teeth still land.

Character development

Mystical, fierce, and funny all at once.

I created these characters with the idea that the monsters could be mystical, fierce, and funny all at once. They are mainly inspired by children's books and the personality of my dog.

Three blue pencil sketches of the Magic Monster characters: a horned one-eye, a two-stalk-eyed grinner, and a winged imp.

Character sketches

Illustration

The original blue-pencil cast. Everything painted later starts here.