SIDEQUEST | Urban Movement Identity

SIDEQUEST is a self-initiated concept for a fictional urban running and creative walking collective. Instead of celebrating speed, the brand celebrates curiosity: the side street, the unexpected turn, the part of the city you usually pass by.

The identity begins with the sidestep, an original wayfinding symbol that turns a straight route into a small detour. A tailored wordmark, electric cobalt, ink black and chalk create a direct, high-energy visual language. Compressed headlines and architectural imagery give the system movement without relying on race-day imagery or performance claims.

Three static social executions demonstrate the same voice in different ways: an editorial running image, a typography-led statement and an abstract route graphic. Each is designed as an invitation to move and look again.

Deliverables include the wordmark and symbol, colour system, three social designs, presentation boards and editable SVG artwork. This is a fictional brand, not commissioned client work. AI-assisted imagery is combined with original vector design and exact typography.

Tools used: ChatGPT.