Brutish is a boutique culture and technology consultancy, sharpening the way fashion, lifestyle, and e-commerce brands retain, re-engage, and grow customer lifetime value. With a focus on CRM, loyalty, retention, and email marketing, Brutish brings together data-led insight and cultural intuition to deliver results with surgical precision.

Founded by Conor Davage, Brutish mirrors his own duality – a strategist with deep analytical expertise, and a creative thinker who thrives on cutting-edge fashion, internet culture, and the kooky brilliance of the avant-garde. Conor came to us with a vision: to build a brand that felt as credible as a consulting firm, but as culturally attuned and referential as the clients it served.

The Brief

Brutish needed an identity that could speak to luxury fashion clients while standing firm in the world of data and technical execution. It had to straddle structure and subversion, logic and chaos, rigour and irreverence. Our challenge was to bring clarity to a numbers-first offering – without ever losing the creative grit.

The goal? A cult brand, respected within the luxury space, that not only worked with high-level clients but would one day publish its own insights, create its own product, and be worn as a marker of alignment. It needed to signal authority, innovation, and taste.

The Concept: All Method, All Madness

The Brutish identity strikes a careful balance between structure and spontaneity—where technical sharpness meets experimental design.

We leaned into the tension between technical discipline and creative intuition. The brand became a visual and verbal celebration of structured chaos – a precise, clean system with room for expressive gestures, randomness, and layered meaning.

Visual Language

The wordmark is a precise and energetic modern serif that feels equally at home on a research paper or as a bold masthead. It’s sharp, confident, and full of exaggerated character – embodying both trust and edge.

The brandmark distills the letter ‘B’ into a minimalist pixel formation, turning abstract geometry into a recognisable symbol. It’s both method and madness – a nod to internet culture, digital modularity, and visual illusion. The mark is highly flexible: used as a standalone icon to introduce distinctiveness and character, as a bold graphic device in monotone applications, and even rotated 90 degrees as a playful ‘censor’ symbol on top of imagery.

This pixelated logic also extends into image treatment, where a pixelation distortion effect is occasionally applied to photography. The result is a visual language that hints at ambiguity, data disruption, and creative reinterpretation – adding intrigue and a Brutish stamp while still allowing the subject to remain legible.

The colour palette is simple yet punchy: a refined black and off-white foundation, charged with a vibrant yellow and deep cobalt blue. Together, these hues allow the brand to shift gears between premium restraint and futuristic boldness, reflecting both the logic and liveliness of the consultancy.

The elements also play with a nod to early internet culture, and where it collides with cutting-edge technology – through pixelation, fonts, modular geometry and experimental layouts, all speaking to an era of creative disruption, fusing tech with trend, and strategy with subculture, reinterpreted for a high-fashion, data-savvy audience.

Combined, the identity is a system that feels credible and intelligent, yet full of irreverence and style – a brand equally at home pitching to enterprise or popping off in the algorithm.