NEU ICONIC STUDIO 2024
NEU ICONIC STUDIO 2024
PROJECT
STUDIO
TYPE
BRANDING
LOGO DESIGN
AUDIENCE
TARGETS YOUNG WOMEN PROVIDING CASUAL, FUN,
COLOURFUL FASHION HIGHLIGHTING THE VIBRANCY OF YOUTH
THE SCOPE
Key design requirements for Sportsgirl include redesigning the typeface to reflect the brand's core values of fun, boldness, and youthfulness. These values guide my strategic approach. Focusing on the brand's core values is essential for achieving objectives because it gives meaning to Sportsgirl's iconic colour stripes, which are undervalued in the current design.
THE SCOPE
Key design requirements for Sportsgirl include redesigning the typeface to reflect the brand's core values of fun, boldness, and youthfulness. These values guide my strategic approach. Focusing on the brand's core values is essential for achieving objectives because it gives meaning to Sportsgirl's iconic colour stripes, which are undervalued in the current design.
THE SCOPE
Key design requirements for Sportsgirl include redesigning the typeface to reflect the brand's core values of fun, boldness, and youthfulness. These values guide my strategic approach. Focusing on the brand's core values is essential for achieving objectives because it gives meaning to Sportsgirl's iconic colour stripes, which are undervalued in the current design.
OILY SKIN
NORMAL SKIN
COMBINATION SKIN
ACNE-PRONE SKIN
SENSITIVE SKIN
DRY SKIN
THE PROCESS
The new layout rethinks the stripes to complement the typeface, aligning with the brand's goal. The stripes act as the icon and are used throughout Sportsgirl's identity.
In the new campaign, the white space is filled with the women who shape the brand.
THE DESIGN LANGUAGE
The custom typeface features rounded corners and bold text, inspired by female anatomy. It aims to make girls of all shapes and sizes feel welcomed.
Applying the text vertically is uncommon and draws attention differently. The top-to-bottom flow creates a fresh perspective in the typeface and identity.
The campaign design highlights the iconic stripes linking the old with the new. The colour palette remains the same, symbolising women's individuality in contrasting blocks, while coming together as one.
TUBA KARADEMIR 2025