Concept

In August 2023, Ryan, founder of Morphite Boards and fellow SVSU student at the time, approached me to design a logo for his startup. What began as a simple logo request quickly grew into a full-scale branding and identity project, including logo design, identity development, apparel, illustration, packaging, and assistance with social media and website design.

Morphite Boards is reimagining the longboard with a compact, lightweight design that shrinks to fit into a backpack, offering a portable and convenient commuting experience. The logo was designed to highlight the product’s transformation aspect through a stylized logomark combining an “M” with a simplified board, constructed on an isometric grid to evoke a sense of motion. This angularity and movement was carried into the italicized, all-caps typeface.

The primary challenge was creating a logo that was both distinctive and highly versatile, colorful yet adaptable for various applications, including single-color printing. Incorporating built-in outlines allowed for multiple logo variations suitable for different media.

With a target audience of commuting college students, the brand identity uses a bold, bright, and slightly futuristic color palette inspired by Ryan’s original vision. This palette balances contemporary minimalism with counter-culture boldness. Supporting graphics and a friendly sans-serif typeface with angular details and rounded caps reinforce the youthful, energetic personality of the brand and audience.

This project provided the opportunity to work in a style that pushed my creative range, resulting in a cohesive, engaging brand identity that resonates with its demographic.

Description

Logo, branding guide, apparel design, illustration, packaging design, social media identity, letterheads, invoice forms, business cards, and PowerPoint templates for Morphite Boards.