TOOLS USED:

Photoshop, Illustrator, Indesign

BRIEF:

Destructive Steps is a yearly Hip Hop festival held in Sydney that has been running since 2008. It brings together street dancers from across the globe from Korean, Japan, China, America, and Singapore to name a few. Each year dancers compete in multiple categories to be crowned champion of their dance style. Starting from volume 10, I was tasked in rebranding the event as a whole to create a more consistent aesthetic to the event moving forward.

SOLUTION:

The original brand colour of sunset orange would remain, however I decided to introduce a dark purple to the brand to compliment it. The logo was designed from the ground up drawing influence from cracked concrete, referencing the urban roots of Hip Hop and Break Dancing.

I also created the character “Ozzy the Koala”, which was brought on to convey a more family friendly vibe to the event and had the benefit of allowing us to create more promotional merchandise like towels, shirts and socks as well as putting a face to the event.

A branding book was also introduced to ensure brand consistency when collaborating with other organisations, which helped visualise the brand and make sure branding was consistent across all media and mediums. This could be sent out in a simple PDF along with all logos and colours to clients or collaborators.