Case study · Design

Concept Brand Identities

Three self-initiated brand identities, each taken from a logo to real applications: a soccer media brand (The Agenda), a heritage clothing brand (Burban Clothing) and a civic voting initiative (Ugo).

Role
Designer: logos, identity systems and applications
Tools
MISSING: confirm tools (Illustrator, Photoshop, mockup source)
Client
Self-initiated mock-concept brands: sports media, clothing and civic information
Year
MISSING: year
Three brand marks side by side: The Agenda soccer show on a dark photograph, the Burban Clothing crest on navy, and the Ugo voting initiative logo on indigo.
The Agenda, Burban Clothing and Ugo.

The brief

Self-directed practice briefs with three very different audiences and tones: sports media, lifestyle apparel and public information.

The challenge

Make three marks that look nothing alike, each simple enough to work small, and then extend each one into a set of real applications.

The process

  1. Mark firstDeveloped a primary logo for each brand, then a monogram, crest or secondary mark.
  2. Build the systemAdded variants: colourways for the crest, story templates for the show, a mission card for the initiative.
  3. Then the applicationsPlaced each system on social stories, tees and a printed trifold to test colour, scale and hierarchy.
The Agenda shield monogram: the letters TA in a pennant-shield outline on a darkened match photograph.

Soccer show

The Agenda

A soccer show identity: a stacked slab and blackletter wordmark, a shield monogram and a family of 9:16 story graphics.

The Agenda vertical story on a dark photograph, with the stacked THE and blackletter agenda wordmark above a football boot.
Story: dark
The Agenda vertical story on a pitch-green texture with a row of icons.
Story: pitch green
The Agenda vertical story on a light photograph with hand-drawn tactics marks.
Story: tactics light
Burban Clothing crest with a pine tree in a circular badge, cream on navy.

Mock-concept

Burban Clothing

A heritage clothing identity: a spaced serif wordmark with an offset U and a modular crest that swaps by collection, shown on tees.

Burban Clothing crest with crossed golf clubs and a ball, cream on forest green.
Crest: golf
Burban Clothing crest with a palm frond, cream on burgundy.
Crest: palm
Three cream tees with small chest prints on navy, green and burgundy panels.
Tee mockups in three colourways
The Ugo logo: a coral U with a raised arm holding a ballot, beside the letters GO, on indigo.

Voting initiative

Ugo

A civic identity: a coral U whose stem becomes an arm raising a ballot, with a mission card and a printed trifold.

Ugo mission card with the logo and a three-pillar mission: inspire, advance and strengthen.
Mission card
Ugo trifold, outside, shown as a printed mockup.
Trifold mockup: outside
Ugo trifold, inside spread, shown as a printed mockup.
Trifold mockup: inside

MISSING: Austin: add the year and a one-line brief for each brand.

MISSING: Austin: the brief, challenge and process on this page are drafted from the work and your resume. Please correct or add detail.

More work

All work