Dirty Pretty Productions is an award winning, full service, creative production agency based in New York City, working with top fashion brands and magazines across the globe. Specializing in creative direction, photo & video production, Dirty Pretty creates dramatic imagery for campaigns and editorial features that evoke a moody elegance that has become synonymous with their approach.
When briefed with developing the visual identity for the brand by founding partner Mateen Mortazavi, there was a desire to cut through the noise of the quiet and considered approach so many studios position themselves with. Los Angeles based designer Jeff Hunt approached the solution with rock-n-roll vernacular as a starting point, understanding the need for the brand to convey sophistication and attitude. Looking as much to fashion design editorials as to punk rock and heavy metal typography — the final identity packs a punch with a flexible system based around typography and a minimal color palette of black and red.
The sharp, chunky logotype family is built from a modified version of the typeface Metalista designed by Tomáš Brousil from Suitcase Type Foundry. This is paired with Freight Big Pro designed by Joshua Darden for GarageFonts — embodying the brand ethos with its elegant curvature and thorny spurs. The system comes together to clearly communicate a defiant-but-refined attitude that is Dirty Pretty Productions.