About the Brand
Nine 2 Five is a local skateboard store that is focused on developing strong, cohesive branding that is relatable to their audience, being adults aged 20 - 35 who require a balance between their work and their passion of skateboarding. Nine 2 Five aims to combine the two cultures of work and skateboarding, resulting in a unique and intriguing brand.
Problem
Create a full branding package that combines aspects of skateboarding and corporate culture, guiding the designs for all branding elements and products. Develop a set of logos that align with the current market, while remaining unique through the inclusion of details that relate to full time work (9am - 5pm).
Working with bold, structured letters to guide the logo and ensure visibility. Playing with graffiti-style lettering to find ways of incorporating elements of street and skateboard culture.
Exploring different combinations of graffiti lettering, both simple and complex, accompanied by a simple sans serif. Incorporating other elements of graffiti that mimic the different tools used to execute the tags (eg. drips).
Solution
The final branding for Nine 2 Five skate shop is a fusion of skateboarding and corporate culture. This is expressed through the logo, consisting of a simple sans serif type, mimicking the simple and unexpressive nature of the corporate lifestyle, combined with graffiti lettering that appears to be dripping with paint. This adds an aspect of skate culture through the raw, expressive and unfiltered aspects of graffiti.
Developed a graphic toolbox to guide designs and ensure consistency throughout the branding. Includes logo variations, typography, colour palette, and sample imagery. The selected typeface used in the logo and other products is Helvetica Bold, a simple yet strong font that contrasts well with the expressive nature of skateboarding and graffiti.
Advertisements following the same guidelines that combine skateboarding and street culture with that of the corporate lifestyle. Bold and colourful graffiti placed on top of a simple, formal black and white photo of a professional skateboarder. Other products carried by Nine 2 Five are centred around their audience; depicting an angry commuter skateboarding to work.
