Summer Shredding
Scope
- Brand Identity
- Digital Marketing
- Art Direction
- Graphic Design
- Motion Graphic
Overview
Tasked with spearheading the Summer Shredding Classic Shows' re-brand, My responsibilities included crafting new logos, typography, art direction, taglines, merchandise, screen displays, copywriting, marketing assets, and overall brand identity. The main objective of this brand-refresh was to develop a design system to sustain the company long-term. Collaborating closely with the founder I ensured a cohesive, globally resonant brand reflecting the event's multi-show expansion.
Manifesto
As an independent bodybuilding competition unaffiliated with any official bodybuilding federations, it was crucial to position the event around its standout features: the Transformation Division and the strong community that defines the show. The new tagline, "Where transformation is celebrated, and champions are made," captures the core of these key selling points and reflects the spirit of the event, enhancing the overall brand identity.
Colors
The color palette was designed to be adaptable, bold and captivating IRL, ensuring the visual identity remains fresh and versatile throughout the SSC season.
Art Direction
Faced with the challenge of poorly lit stage photos and a wide range of styles, colors, and lighting in the photo assets, we developed a creative solution by incorporating the show’s color palette and applying a tri-tone editing style to the hero marketing visuals. This approach not only streamlined the design process but also resulted in bold, visually striking composites that were easier on the eyes. The tri-tone effect added a sense of power and cohesion to the images, helping the brand stand out while establishing a distinctive look and feel for the shows.
Merch Designs
Each show featured a unique graphic tee design, along with a more universal hoodie and shirt. Drawing heavy inspiration from vintage bodybuilding tees and concert merchandise, these designs were a dynamic addition to the branding, capturing the core of the show's culture and bringing it to life.
