Iron Coast

Iron Coast is a full service photo and video production firm based in Detroit. Founded by long-time friends and CCS schoolmates, Iron Coast truly embodies their zest for life, from wide-open landscapes to rough-and-tumble urban centers, as well as their talented eyes for lighting, framing, interviewing and narrative construction. After establishing a foothold in the Midwest, Iron Coast was ready for a refresh and approached Who’s That? to take their brand to the next level.

We worked with them to create a custom mark inspired by the different geographies and industries represented in their work, from industrial manufacturers to downtown development corporations and remote crafts makers. From sea to shining sea, Iron Coast is dedicated to creating and sharing the stories that need to be told. These guys don’t sugarcoat, they capture the essence of a brand or cause, with simple, honest, hard-working sensibilities. We helped them complete the picture with an updated brand ID and revamped website, custom-coded to house their latest demo reel.



Maker, Civic/Cultural


Branding/Identity, Web, Print

Project Credits

Art Direction 
Joshua Smith

Lisa Nettler
The Utmost Group