KICKIN IT: CITY FASHION IN A SMALL TOWN
FREELANCE CLIENT WORK 2022
BRAND IDENTITY | LOGO DESIGN | SOCIAL MEDIA MARKETING | MOTION GRAPHICS
Kickin’ It initially started as a commission for a tennis shoe boutique based in Owensboro, Kentucky.
I wanted the brand to have a unique identity that is rare in a small town in Kentucky, in order to stand out and capture the feel of the items sold there. I chose a sporty, but bold style that utilizes dynamic color highlights with kinetic shapes and typography.
INITIAL LOGO IDEAS
The initial logo started with the client’s idea of using shoe laces as the lettering. I tried expanding that idea through numerous ways, such as having electricity and plugs within the logo to create a sporty, fast and energetic design. Some other options were more simplistic, including a monogram and a logo that resembles a neon sign.
During the process of cleaning the logo up, I finalized it into something that could work with color, on a light background, and a dark background. There are a few variants for different types of collateral, incorporating a tagline for bigger scale and vice versa. The tagline font, and the font throughout the branding chosen was Bebas Kai, as I feel it’s sleek and geometric enough to create kinetic typography for a sporty look. Orange was chosen as a main color because it’s both dynamic and bright, connecting back to sneakers and sportswear.
MOTION GRAPHICS
I was also tasked with creating Instagram bumper stories, in order to broadcast the hours for each day the store was open. Going with the kinetic feel, I made each section of text appear in sequential order with a different, fast moving animation. The “Open Today” part begins to glow like a neon open sign would, followed by a line tracing of the hours. Before the animation is over, the glow stops, and everything disappears offscreen, creating a looping effect.
SOCIAL MEDIA
Marketing online through apps such as Instagram and Facebook is where Kickin’ It grew their roots. I wanted attention grabbing colors and kinetic movement throughout their advertising that creates a sporty feeling, but also gives off a sense of trendiness that caters to teens and young adults. This helps capture attention when scrolling through the newsfeed or timeline, and helps bring in followers with a cool style.
COLLATERAL
We soon collaborated on some collateral, including business cards, banners and clothing. I think the logo speaks for itself, so I wanted it to stand out on each item.
Having grown up in Owensboro, we both wanted to create things that would be considered cool to the youth in town, something we didn’t have here growing up.
