Glacier is a sportswear brand based in New York City. I was tasked with creating its visual identity, which involved thoroughly analyzing competitors in the local sportswear market. This helped me gain a detailed understanding of the creative approaches that were already being used.

Using this information, I developed guidelines for Glacier's unique market positioning. I created a compelling brand story that reflected its values, attributes, and communication style. Glacier's target audience is young people passionate about sports, physical activity, and the gym.

The logo was designed to convey a dynamic, engaging energy that would resonate with the target audience. To achieve this, I first created a mood board to visualize the desired visual elements, colors, and styles. I then developed sketches exploring different directions for the logo, selecting the most promising traits to create a simple, minimalistic logo that aligned with Glacier's identity and target audience.