The identity for brand consultant Dan Syrový reflects both his name and his style of work. Syrový means ‘raw’ or ‘rough’ in Czech and it describes Dan’s focus on rough ideas that are usually presented in words-only format. Hence the raw and rough look of the identity, which was designed entirely in text editor. The identity received a Bronze Nutcracker at the 2010 Czech Art Directors Club Awards in the Commerce communication design category.

Dan Syrový himself in a T-shirt that reads "When I talk, I am rough"

Stationery set

Business cards: "Bringing you rough ideas", "I promise to be rough on you", "I am not afraid to be rough"

Business cards were printed on a long perforated roll of paper so they tear off easily

CD sleeve: "This disc contains raw data"

Keynote template: "I deliver rough ideas"