Hardly Hollywood, time and again Austin, Texas has been voted one of the best places in the United States to make films, due in no small part to Austin Studios, a project of the Austin Film Society. Among other considerations when working on this identity, was What would the folks who work as gaffers, grips, et cetera, want to wear on a T-shirt that was niether cheesy nor coporate - words that don't come to mind readily when one thinks of Austin. In the end, a working identity for working people, with a nod to the D.I.Y. approach that put the town on the map.