Kevin Cantrell, the founder of Kevin Cantrell Studio, has been selected as the Type Directors Club Member of the Month for August 2026, highlighting the Salt Lake City designer's expertise in typographic branding. Cantrell, who was previously recognized as a TDC Ascenders winner in 2018, operates a studio specializing in luxury branding and complex packaging systems.
A Focus on Typographic Excellence
Cantrell, a designer based in Salt Lake City, Utah, describes his professional focus as creating elegant branding with a heavy typographic emphasis. While he identifies as a "type nerd," he noted that his specialty lies in recognizing the quality of a typeface rather than just identifying its specific name. His work often involves creating custom lettering and branding systems that adapt to various touchpoints, including digital media, packaging, and signage.
The Future of Type Design
The designer's creative philosophy emphasizes the importance of customizability and modularity in modern typography. Cantrell stated that typography has moved beyond mere functionality to become a powerful tool of expression. He observed that as the world moves away from molded, corporate aesthetics, the authenticity of primordial communication methods is increasing in value, driven by an audience with more nuanced tastes. He noted that his goal is to satiate the growing appetite for exceptional design.
Specialized Branding Services
Cantrell's studio provides a wide array of services, including branding, campaigns, packaging, interactive design, and copywriting. The firm specializes in packaging design, often referred to by the studio as "touch branding," due to its use of multi-layer embossing and advanced printing techniques to create tactile, sophisticated products. The studio also offers interactive design services, working with UK-based development partners to create responsive websites for mobile, tablet, and desktop environments.
High-Profile Client Portfolio
The studio's portfolio includes high-profile clients such as Nike, Bacardi, and Harvard University. Other notable projects include branding for the Cottonhouse Hotel in Barcelona and various luxury hospitality projects like The Fitzroy. Cantrell's work has earned recognition from several prestigious organizations, including Communication Arts, Graphis, the Type Directors Club, and The One Show. He was previously named one of Print Magazine's 20 Under 30 New Visual Artists in 2014 and was recognized as an Art Director's Club Young Gun 12.
The Tom's Town Branding Project
One of the studio's most prominent branding projects is for Tom's Town Distilling Co., a project that involved comprehensive brand design and packaging. The branding for the Kansas City distillery draws inspiration from the Gatsby-era and the historical influence of political boss Tom Pendergast. Developed in collaboration with Satellite Office and Erik Attkisson, the brand identity aims to capture the glamour and irreverence of the era. The project has received recognition for its packaging design and has been featured in industry showcases.
Strategic Studio Leadership
The leadership of Kevin Cantrell Studio includes Erik Attkisson, who manages strategy and management. Attkisson brings extensive experience from nearly two decades of brand marketing for both entrepreneurial and Fortune 500 companies, including Motorola, IBM, and Target. He holds an MBA from the Kellogg Graduate School of management and previously worked as the CMO of Case-Mate. The studio's collaborative approach is evident in its partnership with specialized agencies to deliver integrated brand experiences.
A Legacy of Craftsmanship
Cantrell's career has been shaped by a long-term pursuit of excellence within the design community. He noted that he spent years attempting to have his work recognized by the Type Directors Club, viewing the organization as a universal bar of excellence. He expressed that the challenge of repeated rejections over the years served to elevate his craft and commitment to the medium of typography.
