The Hustle Architect.

A visual language for @VitruviusGrind.

The Hustle Architect is a pseudonymous account on Twitter who describes himself as “Building Strategy General, Design Guru, and Vision-Seeker Of Hustle Tectonics.”

Intended as a light parody of social media “hustle and grind” personas, THA was looking to leverage their surprising following with a charity fundraiser to mark the end of 2021.

THA had a clear aesthetic in mind (“Very Goofy Self-Important Pop-Up In A Very Stern Berlin Art Gallery Where I Sort Of Roll My Eyes And Feel Deeply Annoyed For A Few Seconds Then Grudgingly Admit That I Kind Of Like It,”) and a limited set of requirements beyond a “Certified Hustle Associate” membership card and a “jumping man” emoji.

redbrick pitched a couple graphic motifs, a typeface that looks like Helvetica but most certainly is not, and a half-tone emoji. THA, being experienced in graphic software, was able to take it and run.

  • One of the original test images, combining a half-tone motif with a monochromatic language reminiscent of black ink on paper.

  • The “jumping man,” apparently a favourite motif among the “hustle and grind” set, is the sole consistent asset in the identity.

  • The typeface, Aktiv Grotesk, is close enough to the stereotypical standard of Helvetica that you’d be excused for mistaking them.

  • The client, an experienced designer, was able to take redbrick’s initial work and run with it, as with the final membership cards.

  • Some of the fundraising efforts have been particularly successful.

  • THA’s deployment of redbrick’s visual language has been impeccable.