Problem
Having a brand identity is crucial to a companies succes, it is the visual representation to the world. It’s the first thing that people will notice & remember.
Mingle Sport did not yet have a strong design identity for their marketing. Without this can struggle to stand out in the crowded market and fail to connect with the target audience.
My Role
I was one of the lead designers working on the branding, I worked closely with our Art Director on brainstorming & building a brand identity that fits with Mingle Sport.
Project
The goal for this project was to establish a brand identity that fits with Mingle Sport, which is consistent throughout all marketing channels. We want to be recognisable to our users and stand out.
Branding
This project was made with full creative freedom, Mingle Sport is still a very fast growing start-up, where there is room to develop and grow the brand.
The vision for the brand identity for marketing channel was all about sport & movements. We achieved this by using bulky text, adding texture & using fluent gradient blobs.
Bulky text is a design element that uses heavy fonts with a heavy font weight. It gives the impression of power & sport, which fits with the brand.
Gradient blobs is a design element that involves using flow-y moving shapes with different gradients blending in each other. This creates a sense of movement, excitement, energy and speed. By blending our main colors Blue & (mint) green with other colors, we hint to kinetic energy. This is the energy of motion, of an object or particle. Every moving object has kinetic energy, like people running on a football field or the ball rolling. Kinetic energy is often shown in formulas using a color bar, with blue, green & warmer colors.
We add a grain texture to these elements to give more depth to the design, it will also give more of a outdoors feeling because of the sandy grain.
When combining these elements, the result is a brand identity that feels bold, powerful and energetic. They work together to create a cohesive design that feels both modern and timeless.
