Rustic Canyon is a fledgling production company, dedicated to the creation of original documentary and comedy, founded in the Pacific Palisades, Los Angeles. The primary identifier for a production company is an animated ident, shown at the beginning of each film. Through early design workshops with myself and founder Beth Earl, we decided to challenge the notion that this had to remain consistent.

The website layout is constructed from three modules with fixed aspect ratios, inspired by the dominant formats of film — 16:9, 4:3, 1:1.

We invited crew members to identify humorous situations in which the sign could be positioned. Each location specific piece of footage would then serve as a unique identifier at the beginning of each film, and double as social media content. As part of the research for this project, I got a sign printed, and travelled the lengths of California and Northern Mexico, identifying and shooting the sign in situations that would make for compelling yet seemingly random content, in order to demonstrate the concept. 

We created a sign for the location Rustic Canyon in the style of the American National Park Project that would feature as the identity. Given that the location held deep sentimental value for the CEO, but lacked formal signage, it felt fitting that we use this opportunity to give Rustic Canyon the place an identity, whilst simultaneously drawing attention to one of America's greatest pieces of legislature and iconic graphic design language in a humorous way.