Rough Draft


Rough Draft Atlanta is a leading hyperlocal media organization with a monthly readership of more than 250,000 across their print and digital publications. Atlanta native Keith Pepper acquired the publishing company in December 2020, adding numerous e-newsletters to their repertoire and bringing a fresh perspective to the brand. As part of that effort, Keith came to us seeking a new suite of logos for the papers and a refreshed media kit that would help to drive revenue.


  • Brand identity
  • Print and digital collateral


Publishing / Media

How it started

Publisher Keith Pepper tasked Huck with rebranding Rough Draft and their growing suite of e-newsletters that reach Atlanta’s most dynamic, affluent, and influential audience. We redesigned the corporate logo and individual newspaper brands to give the media company a look and feel that is authoritative and “now.”

With the new branding established, we then redesigned Rough Draft’s media kit to help the sales team make a compelling case for advertising in these print and digital publications.

And, of course, we had loads of fun with swag.