Powderkeg

Powderkeg Featured Image

Project

Branding

Location

Los Angeles, CA

Powderkeg is Paul Feig's digital content company committed to elevating female and LGBTQ creators and filmmakers of color.

We were honored to partner with the Powderkeg team to create a brand that embodies their pioneering production work and that is helping to rally a new movement in Hollywood – one that is loud, strong, gritty, an unashamed.

Oh, and we kinda got to blow stuff up.

Disciplines

  • Branding
  • Film Direction
  • Typography
Pk logohero

Powderkeg is Paul Feig's digital content company committed to elevating female and LGBTQ creators and filmmakers of color.

Pk logostacked black

To embody that fierce spirit, we created the main word mark from gunpowder – an essential start to any good explosion.

Pk bumperstill low
Pk bizcard pile
Eolb10

Photo by: Ante Cheng from "East of La Brea"

PK LETTERHEAD
PK LOGO R3 i Phone Instagram THICK
PK LOGO SHIRTS THICK

We thought of the mark as the fuel for a new way of thinking. It feels gritty, DIY, and imperfect in all the best ways. A well crafted piece of graffiti to rally behind and help kick start a movement.

Pk logo pink
Pk eastoflabrea still

Photo by: Ante Cheng from "East of La Brea"

Pk bumperstill2 low

And when it came time to create the motion identity, we did what any good, practicing amateur pyros would do... we blew stuff up.

PK VISIDENTITY SEQUENCE

In the end, we reversed the explosion to better emphasize Powderkeg as the start of something – a propellant for filmmakers. As a bonus, we had Paul Fieg contribute a curious and knowing “Hmm…” to the end. Watch the full bumper below.

Pk eastoflabrea setstill
Pk bumperstill3 low

We couldn’t be more proud to help launch Powderkeg into the world and ignite a new and needed conversation in the film industry. Watch Powderkeg Media's new series "East of La Brea" on IGTV.

Credits

  • Creative Direction

    Marke Johnson

  • Art Direction

    Marke Johnson, Adam Blake

  • Design

    Marke Johnson, Adam Blake, Kyle Huninghake

  • Motion Graphics

    Marke Johnson

  • Hand Model

    Amber Chiarelli

  • Stills from East of La Brea

    Ante Cheng

Acknowledgments

Thank you to Paul Feig and Powderkeg CEO Laura Fischer for trusting us to help bring this pioneering production company to life! Let's keep blowing stuff up.