Justified Studio



Seeking to shift brand endorsement away from short-term interactions to influential long-term relationships, brand advocacy agency Duel, based out of London and Bristol, strategically develop storytelling through real-world experiences and authentic actions.

The impact that each authentic advocate has is huge - and grows with every additional person. It’s been called many things before: the domino effect, the knock-on effect or the ripple effect to name a few. We believe the software does that at scale and named it - ‘the Duel effect’.

Duel users
duel ipad


Inspired by the domino effect, or as it’s internally known ‘the Duel Effect, we built a brand that reflects this, putting advocates in the spotlight as they should be. We used playful framing and shapes to reflect the notion of the endless ‘Duel effect’ whilst pairing all communication with impactful typography. This was rolled out across all digital touch points including the product, social and website.

The meaningful use of colour leads the identity’s character – an aspect of the brand we evolved from the prior visual language; brightening the blue and providing a more accessible and friendly complementary palette. The biggest change for Duel was the injection of a wide secondary palette, it was introduced to support the notion of multiple uses cases and personalities who use Duel. A big part of building Duel was to put advocates in the spotlight, where vibrant secondary colours can represent each advocate/sector.

Harmonising Duel’s prominent use of motion and lively application of colour is the brand’s typographic underpinning – we opted for CoType Foundry’s Aeonik as the hero typeface of the brand. We needed a typeface for headlines that could sit beside the brand design without distracting, whilst remaining on-brand, ownable and memorable when in isolation. We have defined use cases for Aeonik, it is immediate and impactful, providing a defining clarity and legibility to the brand that bleeds across its expanded applications.

Duel logotype
duel icon
Duel Brand book
Duel insta post
Duel Tote
duel site blog
Duel user
Duel brand universe
Working with Justified Studio as our agency on the project was a no-brainer - super cool, super stylish, and super on it. I think they’ve all done a pretty bloody good job.

Paul Archer Founder & CEO