This was created as a project for Logo & Trademark class while attending SCAD. The assignment was to create a brand identity and packaging design for a fictitious apparel company that reflects the personality and style of a friend or family member. I picked my younger brother Kevin to base my company off of because he has a strong personality that is centered around skateboarding, video games and having fun so I knew it would be a great project for me. I decided that the logo had to be inspired by old school video games so I started there for inspiration. I sketched out a lot of ideas but the one I was continually drawn to was a mark inspired by the shapes within the game Tetris. This mark fits Kevin's personality the best out of all my ideas and will also appeal to the target audience of youthful skateboarders. I am also confident that this mark will appeal to the older audience because it has been influenced by tribal artwork that was indicative of Aboriginal tribes in Australia, which adds a bit of mystery and intrigue the company.

After I figured out the logo, it was time to design some products and packages for the brand. Part of the reason I wanted to design for a skateboarding apparel company was because I knew I could design some interesting packaging for items like belts, wallets and skateboards. My main goal was to pick items that were less obvious than just clothing. I continued my process by researching what conventional packages for these unconventional items looked like and then I challenged myself to think about the packages in my own way. I utilized SCAD's laser-cutting equipment to produce custom die-cut packaging for the belt, wallet and coat hangar as well as some tags to go on the other items. All of my packages came out exactly as I had imagined them so the final project was a huge success. I feel like this brand experience is amplified to reach the target audience, which was my main goal when I started this project.

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