Second Serve Club — Exploring Visual Identity Through AI & Design.

For this branding challenge, I created a series of original logo marks in Adobe Illustrator, inspired by vintage tennis culture.

I then explored how these designs could come to life by combining my own typography, monograms and colour identity with AI-generated visuals using ChatGPT.

From the texture of a clay court to embroidered details on tennis balls, the goal was to bring the brand identity into a more tangible, realistic setting.

An exploration of how traditional graphic design and AI can work together to create a cohesive visual world.

Designed by me. Visualised with AI. 🎾

Full brand identity case study coming soon. #BrandIdentity #VisualIdentity #GraphicDesign #AIDesign #ChatGPT

The SS mark stamped into the tennis ball felt is a great detail. Looks very real on the clay court.

I turned one of my notebook doodles into a whole brand identity. And honestly this was way more fun than I expected I usually work on UI/UX and digital products so I wanted to take a step back from screens and explore something completely different: illustration-led branding.

I took my original FOODAS sketch and built an entire visual world around it from the logo and mascot illustrations to the color palette packaging, cups, and menus

The goal wasn't to make it look perfectly polished and predictable I wanted it to feel playful, a little weird, and still premium.

Now I'm curious about one thing: Can playful, imperfect illustrations make a brand feel more premium or do you think premium branding needs to be more minimal?

I have a feeling designers will disagree on this one

Wow Amazing 😍