Herstory In Sneakers

I initiated the project with brainstorming sessions and eventually fleshed out a mood board to guide the visual style. It was established that the aesthetic had to be a mix of a modern, pop-art style, with bold colouring and text to represent the brands' attempts to stand out.

With this in mind, I started experimenting with some text styling. Given the length of the brand name, I decided on using a dual font combination, conveying contrast, and worked on stylizing the fonts to give a sticker-like feel to the logo.

After adding some colouring and further definition to the draft I felt like we were on the right path with the style of the design, but feedback rounds with the client led us to identify that the font used for "Herstory" would be less adaptable for future usage.

Assuming listeners would shorten the name from "Herstory in Sneakers" to "Herstory" in conversations, we wanted the "Herstory" to act as the main signifier of the brand. With this we felt like the design used for the type had to be strong enough to stand on its own, having the potential to be used in merchandise and other branded materials. I ultimately decided to use Cooper, a font that spoke more directly to the gen-z, female audience the podcast targeted.

With the final logo established, my next task was to take the attributes of the design and, with what we wanted the brand to be in mind, begin to develop the complimenting visuals and direction that would establish the complete strategy.

I began with some halftone textures in varying colour styles. The textures fit with the pop-art style we wanted to emulate and could be used in the background for the logos and other branding elements to sit on. I expanded the font styling to create bubble type icons and phrases that could be used on stickers and merchandising, as well as multimedia settings like Instagram story posts and video overlays.