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100 Lahma
Fire, a cleaver and a surfboard in the same mark. A meat series with an identity built to be loud, and a poster set that keeps it legible once the number is small.
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Identity
The mark
A hundred is a number you can draw, and the mark is built on that: the digits carry the weight and the word sits into them rather than beside them, so the lockup reads as one object at any size. It is drawn to survive a channel bug — at the size a logo actually appears on air, detail is the first thing to go, so there is none to lose.
Key art
The sheet
The poster is built at 9:16 and cut back to 16:9 rather than the other way round. The tall sheet is where the campaign lives now — a phone, a lamppost, a lift screen — and a 16:9 key art cropped upward always loses the bottom third of its own composition. Drawing the tall one first means the wide one is a decision instead of an accident.
