DESIGN FOCUS Branding Packaging
TOOLS
Illustrator Photoshop Indesign
SKATEGOODS
This project was especially meaningful to me because of my deep passion for skateboarding culture and creating my own skate brand was something I’ve always wanted to do. I developed a complete brand identity and guideline book, including logo designs, mood boards, product and packaging concepts, brand stationery, mock-ups, an app, and a company annual report.
Additionally, I designed a brand awareness marketing campaign featuring digital, print, and experiential advertisements. The goal was to capture the nostalgia and freedom of skating on a perfect day with the people you love, bringing that feeling to life through the brand.
PRIMARY LOGO & COLOUR VARIATIONS
ALTERNATE LOGOS
COLOUR PALETTE & TYPOGRAPHY
BRAND COLLATERAL (STATIONARY, PRODUCTS & PACKAGING)
MOBILE APP & ANNUAL REPORT BOOK
CAMPAIGN
The purpose of the campaign is to raise awareness to the brand and attract new customers. To reflect the brands simplistic and care free personality, the imagery used in the advertisements are very raw and stripped down to black and white while the text is very minimal to focus on the skateboarding itself. I wanted to visually create that feeling of freedom you get when riding to the audience. I developed digital (web banners), print (billboard poster and direct mailer) and experiential campaigns. The experiential campaign consists of a company truck that will allow SkateGoods to be mobile and reach different skate parks in the community.
The objective is to set up a board raffle giveaway while also giving out free t-shirts. Skaters at the park can interact, check out the brand and try to win a free board or have the option to purchase one. The brand slogan I created ”We got the boards, We got the gear, We got the goods” plays on the end of the brand name “goods” and is used throughout the ads emphasizing that Skate Goods has all of the “skategoods” any rider will ever need.
