Warren’s experience in design and interest in brand strategy led him to recently join the Sustena team. With an MFA from SVA in visual essay and bachelor’s degree in design, he is a visual storyteller by nature. Warren spent the early part of his career crafting brand narratives and high-impact ad campaigns for both local NYC institutions (Serentipity3 and Chelsea Market) and Fortune 500 companies (Revlon and Disney/Hyperion). Further honing his design and branding skills as an art director, he worked to create branding and advertising for some of the biggest Tony® Award winning shows on Broadway, including: David Byrne’s: American Utopia, Beetlejuice, FunHome, A Gentleman’s Guide to Love and Murder, The Curious Incident of the Dog in the Night-Time, Waitress, The King and I, Little Shop of Horrors and Hamilton.
Warren enjoys working with a talented team of colleagues who are experts in building timeless brands, always pushing the boundaries of what brands are today and what they can be tomorrow.
There is something I love about the simple, tongue-and-cheek matter-of-factness of the brand. Why in the world would you want to play up “boring” as a strength? When your company’s mission is to bore holes in the ground! The logo set in “boring” Futura Bold, with the filled in O acting as the signature “hole” is as simple and straightforward as the company’s purpose. While Elon Musk (known for being a billionaire, a maverick, an instigator and/or genius, depending on whom you ask) flaunts his signature brand Tesla, the understated nature of this brand perfectly contrasts its younger counterpart. You don’t see or hear this “boring” brand splashed around, nor should it be. It is a means to an end — boring in the ground so that possibly one day in the future, it’s flashier older cousin can zip from place to place even faster. Tesla receives all the accolades, while the understated nature of The Boring Company may play an even bigger part in transforming the future of ground travel.
I’ve spent years both creating and designing key art for the entertainment industry. FX seems to have nailed the formula for distilling the core narrative and pinpointing the tone of each of their shows nearly every time. They utilize all genres of media, illustration, photography, fine art, type design, and their choices always come across as smart and intentional in supporting the narrative’s tone. The other pitfall they seem to avoid in their key art is diluting the strength of each brand with extraneous information. Image, title treatment and tagline (when necessary) is their proven formula of allowing the art, design and simple messaging to visually represent each show. It speaks volumes of the confidence they have for their properties. I honestly do not consume much television, but FX’s key art (more often than not) makes me wish I did.