Plush 1

How do you convince folks to attend an event that has yet to exist? For the debut branding, we decided to break down the concept of the word “fur” to a material. After much experimenting, we landed on this idea of a fuzz covered logo resting on a couch. Simple, surreal, and visually rich. I drew a version of the PLUSH name in a thick round inflated looking treatment, and used that as a base to construct a typographic 3D model. We created a looping animation, the letters growing and shrinking as if they’re alive and breathing.