2020The Den Editorial
Brand IdentityThe goal:To help an up-and-coming editorial shop stand out from the crowd and attract a diverse and passionate team.
The Den, an independent LA- and NYC-based editorial house started by two award-winning industry veterans, is the place where talented, diverse, and passionate creatives and industry professionals come together to make great work and enjoy doing it. They came to Finletter Creative to develop a brand identity that would help them in their mission to become the most beloved editorial shop in the industry-- the team that great clients want to work with and great editors want to work for.
We developed a personality for The Den brand that would authentically reflect the founders’ values, while simultaneously helping them attract clients and collaborators that shared their vision. We decided on 5 key traits— creative, friendly, dedicated, trustworthy, and funny — to guide the visual direction and tone of the brand.
Given the saturation of editorial studios in LA, it was also important that The Den stood out from the crowd. After examining the competitive landscape, we identified an opportunity to own a bright, unconventional color palette, a custom wordmark, and an iconic, retro-inspired style that would stand out in a sea of black and white and generic sans serif logos.
A wolf was chosen as The Den’s official mascot, both for its literal relevance as a den-dwelling animal and for its symbolism as a committed member of a tight-knit pack. The wolf traditionally represents loyalty, intelligence, strength, and a sense of freedom and rebelliousness— all traits embodied by The Den’s approach to their craft and company culture.
Now, less than three years later, The Den has made a name for itself in the industry, its editors cutting work for household names like Amazon, Ford, Airbnb, Dior, Madewell, and Nike to name a few. They’ve quadrupled the size of their team since the studio’s inception, expanding to a second New York office and championing a diverse team of female and BIPOC editors. You can check out their work at www.thedeneditorial.com.
