Excerpts from our preliminary style guide. I was responsible for laying the book out in InDesign.
Merchandise mockups. With such a small team and grand vision, branded merchandise can go a long way to developing a strong identity (not to mention word of mouth advertising).
Some early concepts for the brand's identity.
At this stage, our imagery was meant to pack a bold and powerful punch, communicating the David vs. Goliath narrative as quickly as possible.
We went through a couple of vastly different brand identities before landing on our final pick - something quirky and fresh enough to attract attention to itself while remaining trustworthy.