LOGO CONCEPT EXPLORATION
The project began with the client’s infinity-based concept—a loop that breaks when change begins. Through exploration, we refined that idea into a more iconic, broken “8,” reducing complexity while strengthening meaning. Astro became the type choice, adding motion and a confident logotype structure to the system.
LETTERFORM REFINEMENT
Created custom intersection by extending the "V" to integrate with the "8" and triangle accent, refining the spacing for legibility at small sizes this attention to detail ensures the mark reads clearly at any scale—from apparel prints to digital screens.
BRAND SYSTEMS ELEMENTS
Energizing color Palette
The MOTIV8TED palette combines a bold primary hue with a flexible range of accents designed to support campaigns, storytelling, and motion. Prime Green leads the system as the hero color—confident, high-energy, and instantly identifiable. It anchors core applications, UI elements, and key messaging moments, reinforcing the activation behavior established by the triangle system.
Set of accent colors
Momentum Pink, Impact Orange, Pulse Purple, Ignite Blue, and Gold Lift—introduce versatility and expressive range across campaigns. These hues are used strategically for highlights, infographics, illustrations, and sub-brand narratives. For added flexibility, the triangle element within the “8” icon may adopt an accent color during specific campaigns, creating subtle but meaningful variation while staying aligned with the core system. Together, this palette creates a visual language that is energetic, scalable, and adaptable to the evolving stories of the Motiv8ted community.
Triangle activation system
I developed a brand accent system that uses the green triangle as a moment of activation within campaign imagery. Instead of dropping the full logo onto every asset, the triangle functions as a subtle, consistent signal embedded directly into action scenes.
Wherever a person is exerting, focusing, reaching, or leveling up, the triangle appears as a small accent—on clothing, gear, or an edge of motion—reinforcing the idea of progress without interrupting the visual story. It’s not a decoration; it’s a cue.
The MOTIV8TED identity system is built on simple, consistent elements that signal movement, focus, and progress across every touchpoint.
MOTIV8TED’s first campaign leaned intentionally bold and unfiltered—designed to break inertia and signal action over perfection.
The project began with the client’s infinity-based concept—a loop that breaks when change begins. Through exploration, we refined that idea into a more iconic, broken “8,” reducing complexity while strengthening meaning. Astro became the type choice, adding motion and a confident logotype structure to the system.
Launching the movment: centered on FILG (“Fuck It, Let’s Go”), a starter mantra engineered to move people from intention to action. I designed T-shirts in MOTIV8TED’s hero system colors—Prime Green (activation) and Momentum Pink (energy)—supported by a branded landing page and cross-platform social content. This launch serves to introduce the brand’s tone of voice, visual language, and community-first vibe, establishing the foundation for future stories and events. This identity system is intentionally modular, giving MOTIV8TED a wide range of expressions across merchandise.
Whether screen-printed on a T-shirt, embroidered on a cap, or applied as a small badge detail, the mark holds its structure and meaning while giving each product a distinct expression of the brand.
Results:
- Client thrilled with final mark and system
- Logo now scalable across print, merch, and digital applications
- Established reusable color variations for event and campaign needs
- Improved clarity, simplicity, and visual recognition
- Future-proof identity ready for expansion
FEEDBACK:
“You kept our idea, but made it look like a real brand.”
“This logo design is perfect and we are truly thrilled with this [brand guide]... I want to go have it printed in a high gloss booklet I'm so damn proud of it.”