FURTHER SELF - EXPLORATION
One of the key challenges was ensuring the brand identity delivered the bold, adventurous energy it aimed for. Early designs felt too soft and lacked the visual “punch” needed to stand out. I refined the colour palette to better reflect the alpine–urban duality and connect with a youthful, sustainability-minded audience. Lime green and turquoise introduced a fresh, modern edge, while sunset coral brought energy and warmth. Electric blue evoked the thrill of snow and ice, and charcoal black grounded the design with a sleek, practical feel. Pine green created a strong link to nature and eco-conscious values.
To further embed meaning, I integrated symbolic visual language through subtle textures and tactile, analogue-inspired typography. Circular arrows and recycled icons subtly communicated sustainability. Steel linework nodded to Sheffield’s industrial roots, while tree rings, topographic lines, and track-inspired motifs echoed themes of nature, movement, and adventure—bringing both concept and material values into the visual identity.
While the previous iteration felt too restrained, this led to a shift in direction—toward a more expressive and dynamic identity that fully captures the spirit of independent adventure culture. I began exploring bolder typography, more textured visuals, and the incorporation of 3D elements into my workflow. Using 3D allowed me to visualise garments and brand touchpoints in immersive environments, helping translate concept into atmosphere. This move supported a richer, more layered identity—one that doesn’t just tell a story but feels like the start of an adventure.
Artists Inspiration:
Tom Haugomat (French Illustrator)
Fortiche Production SAS (French Studio, notable Arcane)
Sony Pictures Animation (American Studio, notable Spiderverse Film Series)
Stylized CG, NPR (non-photorealistic), or hybrid animation: A blend of 2D and 3D techniques, creating a visually distinct look that incorporates hand-painted textures, choppy yet fluid animation, and other elements like pop art and fairy tale painting styles.