Hoot Design Company

Art Direction: Bri Thomas

Copywriting: Bri Kraus

Account Management: CJ Shey

Here in the Middle is the independent venture of an experienced reporter looking to produce opinioned content. The client wanted to create a platform that appealed to an audience like them: independent voters. The goal was to create a brand that makes the reader feel heard, relieved, and a sense of comfort. 

The result is a sophisticated brand that takes inspiration from traditional newsprint design. This shows in the typography. The icon is an abstraction of the crown on the Statue of Liberty to symbolize the client's libertarian views. The reversed letter in the logotype is a visual reference to a Venn Diagram, a common visual representation of commonalities. Further visual inspiration is taken from collage art featuring torn paper and redactions. This is a nod to the nature of the client's style of cutting the fluff and getting to the meat of issues.