Anon.

A good copywriter's real skill is invisibility — writing so well that the words feel entirely the client's own. Studio Anon set out to build a brand around that idea, turning the anonymity at the heart of the craft into its defining promise, rather than something to hide.

Working with the client, industry legend David Mandara, I developed the brand strategy and positioning for Studio Anon, built on the line "I am Anon" — a copywriter and brand strategist with no profile, no presence, and no brand of its own, existing only to define, refine and promote someone else's story. I designed the identity around a loose, handwritten signature mark that pointedly resists the polish of a typical logo, and carried the voice through street advertising, art direction and a new website, giving the brand a confident point of view built entirely on stepping out of the way.