A full club identity for a basketball team on Mars

THE CONCEPT

This is a self-initiated project. I wanted a brief with no ceiling on it, so I wrote one. Here's where I started:

THE MARK

The bow becomes a basketball. From there it crunches down: full figure, running figure, then a horseshoe that doubles as a C. Small enough for a favicon. It opens back up the other way, into illustration.

BRAND GUIDELINES

Thirty-nine pages so nothing gets decided twice. Marks, palette, patterns, photography, 
icons and voice, all fixed before a single application was made.

PATTERNS

ICONS

THE KIT

Where the identity gets stress-tested. Crest on the chest, monogram at the yoke, 
wordmark arched, number legible from the top tier.

THE REDSHELL

Half a basketball, pressurised and sealed. The reflective shell throws the Mars sky back at anyone approaching, and the court sits at the top under the glass.

SCOREBOARDS & LED DISPLAYS

The one place the brand gets to shout. Scores, the rivalry and a single line of copy sized to be read from the top deck.

ARENA BRANDING

The identity at architectural scale. Seat mouldings, fascia banners and the tunnel wall every player walks past on the way out.

SIGNAGE & WAYFINDING

Six sign types, one system. Welcome, direction, identification and safety, because a pressurised building has more to tell you than a stadium does.

THE HERD PODCAST

The club with the microphone on. A basketball, a flame and a soundwave folded into one mark.

DIGITAL

Where a fan actually lives. Site, app, watch, inbox and feed, all running on the same system as the signage.

TEAM WEBSITE

The front door. Fixtures, tickets, news and the shop in one place.

THE APP - UX

Structure before surface. Five tabs, thirty-odd screens, all argued out on paper.

THE APP - UI

Everything the club does, in one app. Scores, stats, tickets, merch and the community around it.

UI ELEMENTS

The library behind the app. Cards, bars, chips and counters, all fixed.

SOCIAL MEDIA

Taunts, in the club's own hand. Every rival's crest redrawn as an etching and then knocked over.

THE APP - UI

Everything the club does, in one app. Scores, stats, tickets, merch and the commun

EMAIL MARKETING

Six sends across a season, from welcome to final whistle.

PRINT & PHYSICAL

The parts a fan takes home. A ticket with a seat number on it, a jacket you had to enter a draw for, a card numbered one of fifty.

POSTERS

An open call for the Herd of Champions.

MERCH

Burn for Cydonia. Worn off the court as well as on it.

TICKETS

Season membership and matchday, both built to keep.

LANYARDS

Press, staff and crew. The credential language behind the scenes.

COLLECTIBLES

Five tiers, matte and numbered to five thousand, down to a full-foil one of one.

ONE SYSTEM

One idea, carried all the way out. Four marks, three colours and one typeface hold a crest, a kit, a stadium, an app and a card numbered one of fifty. Nothing here was improvised and nothing was borrowed.