A Two-Way Mirror for American Society

Puck is an American news media covering power, money and ego, built in partnership with a team of elite journalists. Borne out of a turbulent time in American news and politics, Puck fearlessly leads readers into the inner sanctum of Washington, Hollywood, Silicon Valley and Wall Street.

Inspired by the witty, devilish and scintillating character Puck, the identity is distinctive enough to be hard-hitting and clean enough to be dignified. The look and feel reflects the elegance and glamour of these worlds but also a bit of the dark underbelly. It emphasises beauty and not pretentiousness — classy but without the suicide doors.