Model Den is a website that allows professional and aspiring models to build profiles and connect with agencies and photographers. The visual personality needed to be confident and convey a high standard of quality. It also needed a way to get the word out. A promotional website was developed to announce the concept and stimulate a following.

Many would take pride in being a part of Model Den and wear it like a badge of honor. So we looked toward heraldry for inspiration. But not any icon would do. The griffin seemed perfect. It’s mythical. It transcends the ordinary and its association with gold and treasure spoke to Model Den’s high standard of quality. The look of a traditional coat of arms wouldn’t work for a technology-based company. It had to be modern. We thought using a really simple shape would help with this. The triangle was really interesting, not only is it the most strongest shape, but it represents the company’s three main principles: independence, quality and opportunity.


Project director Kyle Fox.