We were first introduced to the work of Sean Hotchkiss back in the Summer of 2014, while working together on Faculty Department. Our first time meeting Sean in person was at the book launch at The Apartment by The Line. From our conversations at the launch, we definitely remember Sean’s energy and authenticity. Sean is personable and approachable with a dose of swag, and this is all apparent in his writing. We then learned of his prolific portfolio and impact on Mens fashion as a successful writer based in Brooklyn, New York. Yet Sean’s work extends beyond just words but includes creative thinking, art direction, and brand consultancy. Sean has become a good friend of the studio and it was really enjoyable to work with him on his new creative consultancy, Boy.

Brand System Inspiration from Type Specimens

The darkest stroked weight shows the customized weight for Boy.



Brand System Treatment

In regards to visuals, we felt that the most effective tool to embody these aspects of a classic, luxe yet casual brand would be in the typography. The look and feel of the brand identity needed to be minimal yet ‘classic’ in a sense, as though it has been around for awhile instead of a sterile modern look. Together with Sean, we decided to move forward with Graphik, designed by Christian Schwartz and Berton Hasebe (Commercial Type). Graphik proved to offer the right balance as a contemporary sans serif inspired and referenced from sans serifs of the mid twentieth century. With such a simple treatment of a wordmark, the details then becomes especially important. Between the bold and medium weight of Graphik, we felt the right weight for the wordmark would actually be in-between the two and proceeded to create a “semi-bold” weight. The boy wordmark was set in lowercase to take advantage of the balance created from the ascender of the “b” and the descender of the “y”.


A minimal homepage project feed. Project thumbnail captions appear when viewer mouse overs the image.

The black background creates a strong contrast to the homepage. Client info, agency info and contact info are available on this page.

With copywriting as the primary service from Boy, a deliberate approach we took for the design of the website was to limit the amount of text on the site to a minimum. In doing so, it gave the text on the website a greater value and elevated hierarchy. This approach also helped us to create an online presence for Boy that is not inherently word-based, but open to other creative fields.

Sean has recently decided to rename his agency to his own name, Sean Hotchkiss.

To see the website, visit:

  • Identity
  • Web
  • Location
    New York, USA

  • Saturdays NYC, skateboard background photograph