Revolutionizing the Gulf Coast Film Scene with a Bold, Rebellious Brand
The Challenge
How can a production rental company in a small Gulf Coast town establish itself as the leading provider of motion picture supplies amidst larger markets?
The Approach
Adopt a brand-centric strategy to craft a bold, distinctive aesthetic that positions the company as a formidable contender alongside major film markets worldwide.
The tools crews need to make stories happen.
In the rapidly evolving film production scene of Pensacola, Florida, local filmmakers and crews had long relied on informal means, borrowing gear from friends and neighbors, rather than accessing professional-grade resources. As the local market expanded and matured, the need for a dedicated, high-quality supply company became clear. OTHERCOAST emerged to fill this critical gap, bringing industry veterans together to create a comprehensive resource for lighting, grip equipment, camera packages, and even studio space. Style and disruption was at the core of the branding process, reflecting how this new venture revolutionized the local industry by providing both in-town and out-of-town crews with reliable, top-tier gear and support, fueling the growth of the burgeoning film scene on Florida’s Panhandle.
During our initial conversations with the client, it became clear that their vision was rooted in a bold, unconventional identity—drawing inspiration from a west coast metalhead roadie vibe that embraced the misfits of the film industry. They wanted to champion the creative diversity of the film industry–those “others” who do their craft behind the scenes–as well as highlight a new emerging film market along the Gulf Coast: the Other Coast. With the client’s strong design background and clear vision from the start, we found a great foundation for collaboration. Our early meetings revealed a shared commitment to growth, resilience, and industry expertise, as industry veterans who truly know the game. This discovery process reinforced our understanding of the brand’s core: a rebellious, authentic resource that celebrates the overlooked and elevates the entire local film scene on Florida’s Panhandle.
The logo design for OTHERCOAST draws heavily from the visual energy of the Film Glitch aesthetic, capturing a bold, retro, and acid-inspired vibe that resonates with the brand’s rebellious spirit. Incorporating textures and a hint of technology, the logo evokes an 8-bit, digital feel—merging the gritty, underground attitude of skateboarding culture and West Coast influences with a modern edge. This combination creates a striking visual identity that reflects both the unpolished, authentic nature of the brand and its connection to a broader, artsy, countercultural scene. The design embodies the essence of disruption and individuality that are at the heart of OTHERCOAST’s mission in the film industry.
The color palette for OTHERCOAST is bold and energetic, perfectly complemented by the logo’s gritty, textured aesthetic. Inspired by gaffer tape—an essential and highly visible element on set—we paired deep blacks and greys with vibrant accents to craft a striking, rugged look. This combination reinforces the brand’s rebellious and industrial vibe while maintaining versatility across all applications.
The typography for OTHERCOAST combines two distinctive typefaces to reflect its edgy, vintage-inspired identity. Soltz, a layered typeface inspired by vintage hand-painted sign advertisements from Atlantic City, NJ, features a label maker-like aesthetic with four stackable styles that allow for versatile and dynamic typography effects—perfect for logos, posters, and branding materials that need a touch of retro charm. Complementing this is GT Pressura, which draws inspiration from metal type printing and stamped lettering used on shipping boxes, capturing the tactile, industrial feel of pressed ink. Together, these fonts balance vintage authenticity with a gritty, workwear vibe, reinforcing the brand’s rebellious, DIY attitude.
To bring the OTHERCOAST brand to life beyond traditional materials, we developed a range of in-use collateral that pushed boundaries and uniquely suited the brand’s identity. We crafted branded drafting books, skateboards, and hats—each thoughtfully designed to embody the rebellious, west coast aesthetic and skateboarding culture that inspired the visual identity. These items serve not only as functional pieces but also as symbols of the brand’s vibrant, underground ethos, helping to reinforce its connection to the crews and community it serves. This approach ensured that the branding was not just seen, but felt—authentic, tangible, and deeply rooted in the culture that OTHERCOAST champions.
