As we started the brief for this company of film directors, we began drawing the name, ‘Knucklehead’ on the back of our hands. Once we had added a couple of eyes, and closed our fist? Well, that looked pretty much like a knuckle/head all of a sudden.

As ever, we tried to avoid just going with the first idea (after all, that's what's taught at college and it's generally great advice). But days and weeks later, the idea of ‘Knuckleheads' scribbled onto hands then nicely photographed just seemed to get stronger and stronger.

Knucklehead’s main clients, advertising agencies, are populated by busy people with crowded desks. So an idea that looked like nothing else in the market and would stick out was also very attractive.

Once our client got used to the idea of not really having a simple symbol to embroider onto hats, they liked it too. By then we’d expanded the approach to involve a series of different hands, carefully shot in black and white.

We had also become intrigued by the thought that everything could be hand written, by each of the directors. So their business cards were written out by each of them and we used their handwriting as artwork.

Here’s an example of the DVD covers.

And here’s a different view, this time of Roman and Gregor’s cases.

When you visit the Knucklehead site, you see the idea working nicely as each of the ten directors’ names are used as simple links to their work. Very simple, very straightforward, but very memorable.