Concept
In August 2023, Ryan approached me to assist with designing a logo for his startup, Morphite Boards. What began as a logo design project quickly evolved into a comprehensive branding endeavor. This encompassed logo design, identity development, apparel design, illustration, packaging design, and assistance with social media and website design.
Morphite Boards is reimagining the longboard by offering a compact, lightweight design that shrinks to easily fit into a backpack, providing a portable and convenient commuting experience. The primary goal of the logo was to highlight the transformation aspect of the product. I achieved this through creating a stylized logomark combining an “M” and a simplified version of the board. An isometric grid for its construction to evoke a sense of motion. I carried this angularity and motion through the typeface, which is in all caps and italicized.
One of the main design challenges was creating a logo that was both unique and adaptable, suitable for various applications including single-color formats. By incorporating built-in outlines into the logo, I was able to solve that challenge and allow for more logo options for different mediums.
To appeal to the target market of commuting college students, the brand identity was crafted with consideration of color palette, associated graphics, and font choice. The color palette, influenced by Ryan’s initial vision, reflects modern design trends while also accommodating a grunge aesthetic. The friendly sans-serif font incorporates angular forms and rounded caps, appealing to the youthful and dynamic audience.
Overall, this collaboration has provided me with experience in a style of design vastly different than I’ve done before. It has resulted in the creation of a cohesive and engaging brand identity that effectively resonates with its target audience.
Description
A range of branding identity and marketing materials for the startup Morphite Boards. This includes the primary logo and its variations, typography that matched the brand’s identity, a color scheme, usage information for logos, type, color, and assets, a range of textures and imagery for use for social and print media, shirts, stickers, and packaging, a cohesive social media presence, a PowerPoint template, business cards, and letterheads. And more is on the horizon.
Software
Procreate, Illustrator, InDesign, Photoshop, Lightroom, Adobe Dimensions