11/09/2026
Traction Studio's new brand required a delicate balance. They work on exceptionally creative, bespoke builds, and bring a range of creative talents and technical abilities to bear in bringing them to life, generally in service of the creative vision of an agency partner or the client themselves. It was important that the identity not depict them exclusively or overwhelmingly as “creative types”, instead highlighting the value of their ability to understand and mesh with said creative types, bringing their creative visions to life with rigorous quality and careful craft.
Of course, we didn’t want to fall back into the trappings of their previous, broadly utilitarian identity, so evoking old-world craft and traditional, handmade practices proved the perfect framing device to tell their story — driving us to find a path to bringing the aesthetics of these traditional crafts to life in ways that felt urgent and modern and unquestionably relevant, including in digital settings (like their new website, which we also built for them).
