A skate shop in a mission to create authenticity and customizability to each and every customer. They wanted to take the approach of a street wear brand for the purpose of creating higher quality products to scale their existing company.

Creating value out of thin air is slightly impossible, however this brand did an amazing job with building a strong consistent customer base that jumps on the most latest releases. My job was to create an identity that can be durable and flexible within the streetwear industry. Whether its skate deck, apparel, accessories the brand itself had to reflect that higher class feel while keeping it within that streetwear category.

Goals/Requirements: • Streetwear • Durable & Flexible • Memorable

I wanted to first look at successful streetwear brands and see what I could learn from them and their audience. I found that the logos and identity were simple with type that flows with curves or is extremely pointy and unreadable. From what I know, this brand was trying to reflect a special balance; curves with a twist, to showcase how their brand flows and moves. I created the logo with a special meaning, the logo is in the shape of an Infiniti sign along with implementing imagery of a skate ramp impeded within the 'e'.