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BRAND IDENTITY DESIGN
ONLY UP
Brand Identity Designer ♦ Brand Identity & Custom Lettering
ROLE
RESULT
THE SOLUTION
During discovery sessions, I observed the client repeatedly using an upward-pointing gesture when describing
the brand’s mission.
THE CHALLENGE
Only Up is a youth platform dedicated to fitness and creative expression. The client required a brand identity that felt energetic and authentically urban to resonate with their demographic.
I translated this subconscious cue into the primary visual anchor for the logo, creating a mark that embodies movement, elevation, and the brand's literal name.
Only Up is a lifestyle-youth-centered brand focused on driving motivation through music, and fitness. The idea and phrase were birthed to foster resilience by communicating messages of encouragement, positivity, and endurance within its community.
THE APPROACH
Integrating the up-hand gesture into the design, I developed custom lettering with soft, rounded brushes to translate the brand’s core themes of movement and youth.
VISUAL DEVELOPMENT
Early iterations of the 'up' hand gesture for the logo design.
The fluid strokes and integrated hand icon reference hip-hop graffiti culture, ensuring the identity feels authentic in both fitness and music environments.
COLOUR & POLISHING
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To amplify the brand's energy, I developed two distinct high-contrast color palettes. The Marble Blue & Mint Green pairing offers a fresh, electric aesthetic, while the Crimson Red & Golden Yellow set provides a bold, aggressive alternative. Both schemes were calibrated to ensure the logo ‘pops’ against the gritty urban backgrounds
of the brand identity.
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APPLICATION
