This project was done while working as a Design Director at Downstream. The Pluto identity was loads of fun to develop. We crafted an extensive backstory that told the story of Pluto, the mischievous Roman god of the underworld. That irreverent spirit permeated every piece of communication and branding - from the PeeChee inspired folio, to the devil horns on the logo mark, to the Riviera Turquoise Metallic '63 Lincoln Continental that delivered a little presidential style to the whole equation.