Wasted Talent is a lifestyle brand, magazine, production house, retail store and more—focusing on youth culture, skateboarding, surfing, art and music. Wasted Talent approached us with a brief to refresh their brand identity—to create a new visual look and feel that would elevate the brand to feel more premium—without stripping the brand of its core essence. Creating the new identity involved designing and providing the brand with a new logotype, monogram, typefaces, colour scheme, re-design of their biannual print publication, art direction for a new website, printed and digital assets and design guidelines for their in-house team to use across social and digital media platforms. Finally, this coincided with the brand releasing their debut clothing collection ‘La Première’, in which graphics were produced, to be used across the clothing collection. Additionally to creating the visual identity and roll out, Studio Thomas Hatton has an ongoing collaboration with Wasted Talent, working on a range of projects from film and graphic visual identities, printed and digital work, the biannual print publication and more.