The Studio of
Frank Guia

Flint and Tinder

Execution of every creative and marketing aspect, including leadership of a new brand identity system that emphasized the heritage inspirations of the products. The result is a visual language that is authentic and focused on modern craftsmanship with a hint of nostalgia.

Services —
Art Direction, Brand Identity, Photography, Packaging

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"Tell American stories" became the internal mission statement for the brand. Flint and Tinder is a brand drawing on America's hard-working heritage — an honest day's work, pride in one's craft, and a patriotic sense of duty.

The Americana aesthetic is a trend and not necessarily timeless. There was careful consideration to manifest the brand as one not overly serious and reflects the best principles of the American spirit. The visual identity feels heavy-duty, bold, clearly defined, and durable.

Illustrator Brendan O'Connor designed the original wordmark. Using typographic details from the golden age of American manufacturing, Brendan applied imperfections to the wordmark in order to evoke a sense of humanity and manual craft. The final wordmark was designed to be a statement stamp available in vertical and horizontal variations.

The visual system uses a playful combination of compressed and expanded typefaces to create emphasis. The system also uses negative space carefully, drawing inspiration from a time where visual real estate was limited and extremely valuable.

As a photographer, I had the opportunity to update the photographic style for Flint and Tinder. Using a warm hue, a subtle fade, and slight color desaturation, the new photography was meant to have a tone of nostalgia while remaining contemporary. I shot all images for Flint and Tinder marketing assets, which allowed me to bring a degree of consistency and authenticity to the brand. Due to the small size of our team, I was responsible for pre-production, post-production, and creative application of all photos. Retouching was outsourced to the good people at Local Color NY.

Pop-Up Retail Shop

The role of art director for the house brands team at Huckberry offered a variety of opportunities to put my skill set to the test. In collaboration with Tanner Goods, Huckberry struck a deal to set up a Pop-Up Shop for Flint and Tinder during the Summer of 2018. While at Bonobos, I had worked with the Guideshop team in a supporting role. However, this challenge proved to be the first time I would lead the strategy and execution for a retail space.

This was the first chance we had to manifest Flint and Tinder in a physical space, which allowed us to further define what was on-brand and what was not. I directed the re-organization of the store and created a strategy for the customer flow. The most important change made was adding a long table to the entrance of the store. We set up the entrance to be an immersive experience so people being exposed to Flint and Tinder for the first time could understand what the brand represents right away.

The language used to promote the Pop-Up mimicks the language used in the food & beverage industry. The intention is for folks to feel welcomed to a hospitable environment. While the location in and of itself was good, we still needed to create more foot traffic into the store in order to meet business expectations. "Hot Coffee, Cold Beer, Warm Welcome" was the wording used to establish the experience as more than a store—a place for people to hang out and not feel pressured to make a purchase.

Spotlight Story: Sonoma Distilling Co.

In an effort to tell true American stories, we partnered with real folks who fit the Flint and Tinder narrative. Sonoma Distilling Co. is a whiskey distillery based in Sonoma Country, CA. I partnered with the head editor of the Huckberry Journal to document a day with the Sonoma Distilling team.

Spring '18 Collection

The Flint and Tinder collection of products for Spring 2018 was shot over the course of two days in Stinson Beach, California. The shoot was intended to hit notes of warm days and chillier afternoons/evenings. The garments were designed for versatility and layering, as is typical during Spring days and April showers.