True Gritt Branding WIP


Client: True Gritt

A young, local fisherman in South Haven, Michigan.

Last name is Gritter, play off the resiliency and tough ideals of the classic film “True Grit”.

He wants the tough feel to reflect his hard working way of life and attitude.

Not too western, but a blend of water, movement, and the pioneer spirit.



Core elements I wanted to use were texture, typeface, and composition.

Because this would be going on a boat, it couldn’t be too vertical.


Typographic Treatments

Screen Shot 2017-05-30 at 1.36.43 PM.pngScreen Shot 2017-05-30 at 1.36.36 PM.pngScreen Shot 2017-05-30 at 1.36.49 PM.pngScreen Shot 2017-05-30 at 1.36.54 PM.png

Final Design

The client wanted to combine version 2 into the style of version 1b. 2.png

Color Application

Colors were pulled from the current color scheme on the boat. A dark navy and gold/brown combination were selected. My application was to keep the text bold and solid. The gold reflections and textures were design for both dirt textures and for how the sunset/light refracts light back onto the boat in a ripple effect.



The final typeface selected was Old Scotch Typeface.  Baskerville is my secondary font to compliment my future business card and collateral materials for True Gritt. It balances the display characteristics of the Old Scotch with a classy, balanced serif font that has a variety of strokes weights. Screen Shot 2017-05-30 at 4.46.47 PM.png

Final Design

The final design captures the essence of the western inspired elements into a water lifestyle. 5.png

The next step will be to develop business cards! This will be in another upcoming post! 


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