Branding Exploration Study
This is a short study on a branding exercie I completed in February of 2023 for a small company developing an App to help kids, coaches and parents better communicate practice drills and track progess. The idea was to begin with a golf platform and expand into other sports such as tennis.
Initial Sketch Exploration
As with any creative exercise I like to start in my sketchbook. Even if I don't use any of the ideas it's a great way to get my mind thinking about the challenge at hand and to start developing a visual language for the brand.

Initial Font Exploration
Another task I usually undergo when flushing out branding is to do a font exploration using all the typefaces I feel speak to the brand. Here the client was rather minimal in taste but the user could be a wide age range.

Initial Logo Exploration
Once I've got some fionts I like I usualy like to start building logos based on ideas from sketches or in many cases here things the client said to me. There was direction to allow the mark to be fun and youthful, yet serious.

Focused Logo Exploration
In this situation the client had to alter their name mid process. Luckily the font used previously still worked well given the updated copy. The client liked it for its extremely good readability, even at very small scale.

Focused Logo Exploration and Color Options
Once the cleint is happy with a few directions I like to clean them up and occasionally allow color to come into the conversiona at that time. The client responded well to these variations and color was discussed as well.

Final Logo Options
Once a final direciton was set, I made options to insure we had the best lock up possible. We also began to discuss how this branding could be dynamic and easily switch out "Golf" for "Tennis" or other sports as needed.

Final Logo...
We then arrived at our lovely turf green final logo! A beautiful lock up of multiple weights of the same typeface for a consistent union and flow of logo and message, dynamically designed for change as needed…

Alternate Font Explorations
No project is perfect and we must always be ready to adapt... After the logo was complete the client came back as the name needed to change yet again! So, back to the drawing board with font explorations.

Alternate Logo Explorations
The client still really liked the previous clean logo but I thought it worth while to also explore additional directions given the new conceptual additional that the new name held, Rising Stars being a very visual key to play off of.

Alternate Logos
I trully believe in less is more, but here I felt the client deserved a complete perspective of directions. I presented the client with several new options as well as a few that derived from versions of the previously approved logo.

Final Logo
The client held to the more clean and less concpetual option. I believe this was a smart choice as it reflects the seriousness of the app as well as the lock up allows it to be dynamically changed for future sports needs.
