Lucky 21 is a film production company, located in the US city of Dallas, who bring a “contagious energy and tireless drive” to the industry and have a production team and director roster that includes the talents of Jeff Bednarz, The Chartrands, and Tom Ryan, some of whom have worked for big brands such as TGI Fridays, AIG and Home Depot. Lucky 21 recently commissioned design studio Blok to develop a new visual identity solution, which included type, pattern, material and language choices, that would help the company to establish a strong brand personality and better position them to move into and take on the competitive Los Angeles market.

Through a strategic mining session Blok revealed a “wonderfully spirited brand character that was full of humour and fiercely passionate” and built a solution to reflect this by balancing an ‘off-kilter’ personality — delivered through emotive language choices such as ‘Possessed’, ‘Maniacal’, ‘Voracious’ and ‘Fixated’ in print and on-line — with the contemporary boldness of uppercase sans-serif type, simple geometric forms and the contrasting, restrained and brightness of a spot colour palette. This contrast of form and colour, informed by the name and its casino connotations, allow the brand’s distinctive tone of voice, risk taking attitude and energy to be delivered with an unusual and distinctive directness.

Design: Blok. Opinion: Richard Baird. Fonts Used: Simplon