NEU ICONIC STUDIO 2024
NEU ICONIC STUDIO 2024
STUDIO
PROJECT
BRANDING
LOGO DESIGN
TYPE
TARGETS YOUNG WOMEN PROVIDING CASUAL, FUN, COLOURFUL FASHION HIGHLIGHTING THE VIBRANCY OF YOUTH
AUDIENCE
Key design requirements for Sportsgirl include redesigning the typeface to reflect the brand’s core values of fun, boldness, and youthfulness. Founded in 1948, the Australian brand encourages girls to find their identity and confidence through colourful stripes that showcase vibrancy and playfulness. 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.
Key design requirements for Sportsgirl include redesigning the typeface to reflect the brand’s core values of fun, boldness, and youthfulness. Founded in 1948, the Australian brand encourages girls to find their identity and confidence through colourful stripes that showcase vibrancy and playfulness. 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.
DEVELOPMENT
A key issue in Sportsgirl’s design was the unreadable typeface among contrasting stripes. While iconic, the stripes lacked purpose, which I aimed to change. The new layout rethinks the stripes to complement the typeface, aligning with the brand’s goal. Targeting young women, I designed a geometric typeface celebrating all shapes and sizes to promote inclusivity. I also shifted from a horizontal to a vertical layout, guiding the viewer’s eye downward.
A key issue in Sportsgirl’s design was the unreadable typeface among contrasting stripes. While iconic, the stripes lacked purpose, which I aimed to change. The new layout rethinks the stripes to complement the typeface, aligning with the brand’s goal. Targeting young women, I designed a geometric typeface celebrating all shapes and sizes to promote inclusivity. I also shifted from a horizontal to a vertical layout, guiding the viewer’s eye downward.
A key issue in Sportsgirl’s design was the unreadable typeface among contrasting stripes. While iconic, the stripes lacked purpose, which I aimed to change. The new layout rethinks the stripes to complement the typeface, aligning with the brand’s goal. Targeting young women, I designed a geometric typeface celebrating all shapes and sizes to promote inclusivity. I also shifted from a horizontal to a vertical layout, guiding the viewer’s eye downward.
DEVELOPMENT
A key issue in Sportsgirl’s design was the unreadable typeface among contrasting stripes. While iconic, the stripes lacked purpose, which I aimed to change. The new layout rethinks the stripes to complement the typeface, aligning with the brand’s goal. Targeting young women, I designed a geometric typeface celebrating all shapes and sizes to promote inclusivity. I also shifted from a horizontal to a vertical layout, guiding the viewer’s eye downward.
I designed the typeface to be bold, simple, and easy to read, recognising Sportsgirl’s iconic stripes through the colour choice. The colour palette resembles the stripes, helping people recognise the brand and its values. It adds energy and excitement, inspiring girls to express themselves and explore their identity through vibrant fashion.
I was displeased with their branding across the beauty range in-store. Though colourful, it’s inconsistent, using different colours, text styles, and illustrations for various products. To address this, I used a minimalist design across all beauty and skincare products for brand consistency. The stripes act as the icon and are used throughout Sportsgirl's identity.
DRY SKIN
COMBINATION SKIN
NORMAL SKIN
ACNE-PRONE SKIN
SENSITIVE SKIN
OILY SKIN
Another key to the packaging was the amount of content applied to it. I wanted to keep it minimal; therefore, I designed key illustrations to be placed on the packaging for each skin type.
For the new campaign, I chose Sportsgirl's iconic stripes to represent the brand's new identity. The white spaces have been filled with images of women of all ages coming together, filling in the gaps and symbolising the brand. The core purpose of the brand was to support women and be their voice through clothing, which this creative direction successfully reflects.
The iconic colour palette is vital for brand recognition. My design thinking resulted in a fun, youthful rebrand- more than stripes, it symbolises women feeling valued by 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.
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.
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
TUBA KARADEMIR 2025
TUBA KARADEMIR 2025
TUBA KARADEMIR 2025