What is the soul of a brand? What does it really stand for? For HUSTLER it’s soul wasn’t pornography, but freedom, and the unapologetic expression of that freedom. If HUSTLER was no longer a porn magazine, I saw it as an entity dedicated to promoting and protecting the rights of the people guaranteed under the Constitution, by keeping the information flowing, by educating people on how to protest, and by providing legal counsel to those that work to protect our rights.

The deliverable for this project was to create a brand standard manual. But taking into account the brand and what it’s new purpose was, it seemed fitting to create additional items that represented the new purpose of HUSTLER. I created a protest kit that could be purchased at the new HUSTLER centers that included spray paint, stamps and stencils in a carry box.

To view the entire HUSTLER Brand Standard book, click here!