Thud Branding
How the hell do you brand something that is the first and possibly the last of its kind, while working with an eccentric billionaire? We started by defining what we needed our branding to do, and our needs were very unorthodox. We wanted something that was representative of the humor and absurdity of our brand. We needed branding as unique as our company. We wanted the branding of the company to take a back seat to the branding of our projects, and to be something that could rarely be used (I know it sounds insane). At which point, we decided to lean into the ridiculousness and make the most cumbersome challenging logo we could come up with. We wanted something that felt like a delicate, a beautiful hand-lettered object that would contrast with the immense clunkiness of our name.
After committing 100% to the insanity of an intense hand-lettered logo, we knew we needed to reach out to Jessica Hische. She was kind enough to go on this wild ride with us. And together, we created something as one of a kind as Thud.
“It’s pretty obvious that comedy is the next frontier after electric vehicles, space exploration, and brain-computer interfaces”
I couldn’t agree more Elon, but how do you even begin to break ground on such precipice? We decided we wanted to change how our audience interacts with satire in such a way that it could cause them to think a little more critically about the world around them.
Check Out Some of the Thud Projects
“Thud’s projects draw upon the straight-faced style of The Onion... but apply it to more immersive projects outside of phony newswriting. Thud’s creators say they want to create satirical “worlds” that people can explore for themselves.”