Phantom Billstickers has been around 40 years. To celebrate the anniversary and the youthful energy that drives the street poster business, a team of young guns was commissioned to take a fresh look at the brand.
“We’ve long admired the work of Wellington-based Inject Design, so we asked them to re-imagine the Phantom brand for 2022. Inject Design’s Harry A’Court took some time away from his Mac to tell us what they made of the brief, and why the late, lamented Raymond Louis remains an icon (literally),” said a Phantom Billstickers release.
A’Court shared his thoughts on the design process around the new look for the iconic dog.
Q: Harry, what were your first impressions of Phantom?
“Phantom, to me, has always been an edgy, underground and trusted street brand. As they’ve grown over the years, they have retained this appeal, which is something many businesses struggle to achieve.”
Q: Were there any creative challenges or limitations? Any inspirations?
“Creatively, this was possibly the most free-flowing project I’ve worked on in my 20-plus-year career.
“I’ve been aware of Phantom since I was a teenager, seeing the crew pasting up all over town and brightening up the streets of Wellington. Their work has always inspired me to attend gigs and events or buy that new craft beer.
“When it came time to design a 40-year campaign, I had all the inspiration I needed.”
Q: How did you arrive at the outcome?
“We wanted to pay homage to Raymond Louis, Phantom’s gruff but lovable bulldog. His determination, tenacity and street savviness have helped make Phantom who they are today. The goal was to bring this iconic character to life through illustration and animation.
“Californian surf and skate graphic artist Jim Phillips’s distinct design style informed our approach. This inspiration fed into the cartoon style of the typography and character design. We arrived at a modern vintage look as a nod to Phantom’s brand aesthetic that has stood the test of time.
“And coincidentally, Adam, the campaign’s designer, has carried the nickname Bulldog for years.”
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