DEUS EX MACHINA

PUBLICATION AND ILLUSTRATION

OVERVIEW

What started in 2006 as some custom motorcycles in Australia quickly grew into a unique brand with a passionate following. Their philosophy is based on a “run what you bring” mentality, and they set out to do more than sell parts and bikes. They built a culture passionate about the honesty and enjoyment of the machine. Their following is a strong niche group of people that have fully bought into their brand philosophy.

SOLUTION

My initial goal was to create a custom motorcycle magazine that feels custom. This philosophy, ingrained in the brand, differentiates Deus ex Machina competitors in this space. Deus Ex Machina can take advantage of its niche following and have a unique print experience.

COVER

SOLUTION

Deus ex Machina is all about handcrafted one-of-a-kind pieces so the cover had to be just as unique. For the cover, I wanted to create a custom illustration that would express the brand as a whole. They cover motorcycles, bikes, surfing, and snow action sports so I made sure to represent them all on the cover.

LOGO

GOAL

Deus ex Machina believes everything should be custom and unique, so I brought that philosophy into my process for the logo. For the logo, I created a simple lock-up that is unique and easy to read. I began by sketching out a variety of hand-lettered lock-ups to see what would fit their brand the best. An issue I ran into was the length of the name itself, so I ended up working on a stacked lock-up to help with readability at various scales.