Mudente is a creative agency I helped operate prior, specializing in design and PR, based out of San Francisco. I worked alongside the other partners to develop the identity for this company. The focus was always that we were this no-name creative entity that left our mark, but always discreetly. The name Mudente came from a mix of 'Mu-', meaning 'nothingness' in Japanese, with '-dentity' from 'identity - thus no identity. As an agency we wanted to be a companies secret weapon, where good design and ideas were at the backbone, but never so flashy that anyone would know it was us. From this our identity utilized Helvetica type, and simple shapes.