We aimed to bring Machine Affair’s branding vision to life by crafting a bold, mix of vintage and unique aesthetics and design trends that balance precision with raw energy, creating a visual identity that feels both immersive and original..
Rowan Dowdall
Lead Designer
We aimed to bring Machine Affair’s branding vision to life by crafting a bold, mix of vintage and unique aesthetics and design trends that balance precision with raw energy, creating a visual identity that feels both immersive and original..
Rowan Dowdall
Lead Designer
This project emphasized the power of striking, experimental design in creating a brand identity that feels both raw and refined. By blending bold typography with atmospheric visuals, we developed a look that captures Machine Affair’s unique, alternative energy while remaining creative and distinctive.
This project emphasized the power of striking, experimental design in creating a brand identity that feels both raw and refined. By blending bold typography with atmospheric visuals, we developed a look that captures Machine Affair’s unique, alternative energy while remaining creative and distinctive.
Brand Identity Focus
Unlike traditional branding approaches that prioritize clean, predictable design, Machine Affair leans into a more experimental, tactile approach. The typography explores a range of influences, from stark, utilitarian lettering to warped, liquid-like distortions, embodying movement and imperfection. High-contrast imagery, glitch effects, and bold monochromatic compositions evoke a sense of mechanical decay and digital overload, reinforcing the brand’s gritty, immersive world.
A key challenge was ensuring the designs felt cohesive despite their experimental nature. By leaning into a monochrome-heavy palette, high-contrast textures, we crafted a visual identity that captures the undeniably bold essence of Machine Affair.
Brand Identity Focus
Unlike traditional branding approaches that prioritize clean, predictable design, Machine Affair leans into a more experimental, tactile approach. The typography explores a range of influences, from stark, utilitarian lettering to warped, liquid-like distortions, embodying movement and imperfection. High-contrast imagery, glitch effects, and bold monochromatic compositions evoke a sense of mechanical decay and digital overload, reinforcing the brand’s gritty, immersive world.
A key challenge was ensuring the designs felt cohesive despite their experimental nature. By leaning into a monochrome-heavy palette, high-contrast textures, we crafted a visual identity that captures the undeniably bold essence of Machine Affair.
Visual Language & Aesthetic Direction
Machine Affair’s design system is built on a foundation of texture and unconventional composition. Rather than adhering to traditional design grids or clean layouts, the visuals embrace an almost erratic, "lofi" feel—pulling inspiration from underground music culture, brutalist graphic design, and early digital experimentation.
A challenge with this was pushing typography to its limits, appearing stretched, melted, or broken apart, creating an intentional sense of instability. The imagery is layered with grain, halftones, and heavy contrast, evoking the feel of degraded print materials or corrupted digital files. Hand-drawn illustrations further disrupt expectations, an exciting graphical challenge to give Machine Affair a signature look that feels both tactile and futuristic.
Visual Language & Aesthetic Direction
Machine Affair’s design system is built on a foundation of texture and unconventional composition. Rather than adhering to traditional design grids or clean layouts, the visuals embrace an almost erratic, "lofi" feel—pulling inspiration from underground music culture, brutalist graphic design, and early digital experimentation.
A challenge with this was pushing typography to its limits, appearing stretched, melted, or broken apart, creating an intentional sense of instability. The imagery is layered with grain, halftones, and heavy contrast, evoking the feel of degraded print materials or corrupted digital files. Hand-drawn illustrations further disrupt expectations, an exciting graphical challenge to give Machine Affair a signature look that feels both tactile and futuristic.
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