Social Camel
Social Camel needed a brand that didn't take itself too seriously but could still hold its own as a professional video production studio. The challenge was proving that a "puns galore" personality and serious, premium-client credibility weren't mutually exclusive. It had to be punchy without ever feeling amateur.
Social Camel's personality was the whole pitch, the puns, the humour, the desert-camel name, but underneath that was a studio shooting for serious clients who needed to trust the work was professional-grade. The identity couldn't lean so far into playful that it undercut that credibility.
That balance shaped a desert-inspired colour palette and soft, rounded typography that mirrors the rolling dunes in the brand's name, warm and approachable, but restrained enough to feel considered rather than cartoonish.
From there, I carried the system across every touchpoint, logo, marketing stationery, social assets, studio signage, and custom merch, so the brand felt cohesive and polished wherever people ran into it, never gimmicky.
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