Grit and polish - a bit like a biker with manners. That is the concept behind Popular Forces’ branding efforts for Arsenal FX, an LA-based special effects and finishing boutique. Arsenal FX serves a diverse global client base spanning advertising, film, and sports. Owner, Mark Leiss, parks his vintage Harley-Davidson and Indian Chief motorcycles in the office lobby – what better classic inspiration do you need than that? The refined yet vintage branding style was leveraged across all company materials and website, including a custom-designed, stainless steel badge adorning the cover of the custom company reel cases.