Branding | Client: Cut
This Matters was created as an outlet for overtly political content produced by Cut with the express intention of driving tangible action and creating concrete social change. In an age of media overload, performative content production, and dubious claims to objectivity, This Matters seeks to cut through the noise and provide clarity and direction to its audience.
Visual Identity
To reflect the immediacy of the mission, I developed a visual system that reflects the directness of the brand’s voice.
Video Content
The tone of This Matters’ video content is bold, unapologetic, and unflinching. The typography for the visual identity was adapted to match and enhance this voice, driving the narrative and creating visual emphasis when necessary.
