Mississippi RiverKings

BRANDING  //  ILLUSTRATION  //  MASCOT DESIGN  //  SPORTS IDENTITY

HeadTrainer

BRANDING  //  MOBILE APPLICATION  //  CORPORATE IDENTITY  //  SPORTS

The Client

HeadTrainer is a mobile application designed to be a fun and engaging way for kids and adults to train their brains with enhanced athletic performance as the end goal.  Developed in partnership with Sports Science Institute at Duke University, the application is endorsed by athletes such as Jose Bautista, Alex Morgan, Richard Sherman, and Dale Earnhardt Jr., among others.

The Brief

Studio 1344 was brought onboard by the braintrust behind HeadTrainer to provide services including developing brand strategy, creating various concepts, and standardizing the final identity by establishing brand guidelines.

Before entering the project, the HeadTrainer team had been using a placeholder design that represented the multi-sport appeal of the application.  While the final product doesn’t deviate too much from look and feel of the original, the entire design was reengineered and optimized to be effective across a wide arrange of media platforms.

The final design is supported by an extensive file library along with a detailed brand manual to help ensure correct implementation of the HeadTrainer brand.

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Mississippi RiverKings

BRANDING  //  ILLUSTRATION  //  MASCOT DESIGN  //  SPORTS IDENTITY
  • The Client

    Early 2015 brought forward one of our favorite projects: working with the Mississippi RiverKings of the Southern Professional Hockey League to help create a new identity for the team.  One of the oldest minor league hockey teams in the southeastern United States entering their 24th season of operations, the RiverKings are the oldest current sports franchise operating in the Memphis, Tennessee area. 

     

  • The Brief

    During our very first conversation with the RiverKings organization, it quickly became clear that the biggest challenge of the project would be answering the question, “What is a RiverKing?”   In fact, even the team itself was unsure of the name’s origin or the symbolism it was supposed to represent; regardless, the name stuck and connected with their fanbase incredibly well.  

    It was up to us to find an answer to the question, once and for all. 

  • The Process

    When we started the process of rebranding the RiverKings, we made an effort to keep all of our options open in terms of imagery, colors, and direction.  We investigated rivers, kings, turtles, otters, steamboats, Poseidon-like mermen, and even the legend Elvis Presley himself while in the process of searching out possible directions to take the brand.  

    But as we continued to brainstorm, sketch, and revise, the foundations of the RiverKings’ identity began to take shape and the brand’s direction became clear.

     

The Brand

  • The most difficult decision made in the rebranding process was the choice to move on from the RiverKings’ most recent mascot, Sheldon the Turtle.  However, the decision to abandon “Sheldon” was a strategic one; by leaving the turtle behind, it freed the franchise from being forced to use a shade of green and allowing the team to return to the franchise’s original colors of gold, black, and white.  Another factor for us in choosing a different direction was that one of the RiverKings’ chief rivals uses a reptile as a mascot and the color green extensively, while there are no exclusively gold teams in the SPHL.

  • Because Sheldon had operated as the center of the RiverKings’ identity for the past 15 years, a new cornerstone of the brand needed to be set in place.  Rather than simply refill Sheldon’s shoes with a new character and put the new identity into direct conflict with the old, a simple and different approach was developed.  The new brand features the letter “M” displayed with a regal crown, set over a crest with a ribbon proudly proclaiming the “RiverKings” moniker.  With this new direction comes a shift into more of a “professional” look and leaves the question of “What is a RiverKing?” up to the imagination of the individual.

  • Another important decision involved the main imagery of the identity.  Because the franchise operated as the “Memphis RiverKings” from 1992-2007 and the “Mississippi RiverKings” from 2007 onwards, they did not want to alienate a portion of their fanbase.  The solution to this issue was to focus on a brand that put the emphasis on the letter “M” and on the “RiverKings” brand over the location of the team.

COMMUNITY CONSOLIDATED SCHOOL DISTRICT 59

BRANDING  //  ILLUSTRATION  //  MASCOT DESIGN  // SCHOOLS
THE BRIEF

In late 2013, we were approached by CCSD59’s Director of Communications and Design, David Pohlmeier, about the opportunity of creating mascots for all 15 schools within the district.  The finished designs would need to launch simultaneously with the district’s new web presence in time for the new school year the following summer. Stylistically, the mascots had to be fun and win the approval of both the students and their parents, so we jumped at the opportunity to work with CCSD59.

THE PROCESS

We started each school with some rough sketches that we sent over to David, who would narrow the concepts down to the three ideas.  Those three ideas would soon become three refined sketches, and those drawings were later presented to the student body of each school to vote on for their favorite.  The winning mascot was then illustrated,  supporting type and secondary marks were created, and finally the entire family of marks were assembled into a branding sheet and sent over to the schools to be implemented.

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“Matt is an incredibly talented artist, and the work he created for our school district was exceptional.  Everyone from our staff to our students are proud to show off their new mascot, and we are excited to see such high quality work represent who we are.”

– BEN GREY

Assistant Superintendent for Innovative Learning and Communications

CCSD59

Central Christian College

BRANDING  //  ILLUSTRATION  //  MASCOT DESIGN  //  UNIVERSITY
THE BRIEF

We were approached by Central Christian College (McPherson, KS) in early 2012 with the opportunity to rebrand their Athletic Department.  Known as the Tigers, CCC’s athletic programs have a rich history dating back to 1964 (the college itself dates back to 1884, making it the oldest junior college in Kansas).  Unfortunately, Central Christian’s Athletic Department believed that their old logos failed to represent the school or connect with their athletes, students, or alumni in a meaningful way; our mission was to change that.

THE TIGER

The cornerstone of the Central Christian Athletics brand is the tiger.  We began the process by sketching out several tigers and presenting them to the athletic department.   After careful deliberation, the leaders, coaches, and athletes in the athletic department chose a sketch that embraced the spirit of CCC’s original logo, but brought the tiger into the modern era.

After that decision, we then went through several revisions of the side-facing tiger until we reached the final design.

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THE VICTORY BELL

Central Christian College’s motto is: “It’s a Central Thing.”  Using that as inspiration, we wanted to bring one of CCC’s most-heralded traditions into the athletics’ brand; thus we created a set of special designs of the school’s Victory Bell.

The Victory Bell sits on Central Christian’s campus and is rung by CCC teams following a big win over rival schools.  It is a tradition cherished by Central Christian coaches, players, and students alike.

Our vision was to create a special design to reward CCC athletic teams that have succeeded in ringing the Victory Bell and giving them a reminder in what they have accomplished during their time at Central Christian College.

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Quad City Mallards

BRANDING  //  ILLUSTRATION  //  MASCOT DESIGN  //  SPORTS IDENTITY

The Brief

 

In 2011, we were charged by the Quad City Mallards with refreshing and refocusing their brand.  At the time, the franchise was in a state of flux and had come under new ownership.  Looking to solidify the franchise for long-term success, the focus of the project was narrowed down to three goals:

 

Simplified Color Scheme
Consistency Across Brand
Incorporating Mo Mallard

Simplified Color Scheme

One of the eventual shortcomings of the Mallards’ of previous brand was a needlessly complicated color scheme.  The use of unneeded colors drove up printing costs and created a muddled visual identity.  We remedied the situation by merging the two shades of green into one and eliminating the shade of blue that was lightly used in the old brand.  The result is a simple and striking color hierarchy that strikes all the right notes from dark to light.

Consistency Across Brand

Consistency is instrumental when developing a strong brand identity.

With that in mind, we took the Mallards’ collection of unique logos and refined them into a collection of marks that were intrinsically linked with one another.  It was an exercise in follow-the-leader; where one design zags, the rest of the marks follow.  If a highlight gleamed on the neck of one design, then that gleam is replicated across the board.  Because of this mentality, a strong visual motif was developed that runs through the Quad City Mallards brand. 

Updated Marks

Incorporate Mo Mallard

When the Mallards franchise was revived in 2008, they quickly reintroduced their beloved mascot Mo Mallard as well.  Yet, while Mo was once placed front-and-center in many of the team’s old marks, he was absent from the new-look Mallards brand.  By restoring Mo Mallard to the franchise’s identity, we supplied the organization with a set of family-friendly designs that have only grown in popularity with their fan over time.

Mo Mallard Marks

Fort Wayne Komets

LOGO DESIGN  //  ILLUSTRATION  //  MASCOT DESIGN  // MOTION GRAPHICS
THE BRIEF

2012 represented the Komets’ 60th season playing in the city of Fort Wayne, Indiana.

Founded in 1952, they are one of the oldest hockey franchises in the United States; only the “Original 6” NHL franchises and the Hershey Bears (AHL) have played in one city under the same name for longer periods of time.  To commemorate the anniversary, our mission was to breathe new life into one of the franchise’s original logos, known to Komets fans as Captain Komet, or simply, The Spaceman.

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SpacemanHistory

THE PROCESS

To begin the project, we started with sketching out some rough Spaceman characters.  Once we found a rough design we thought had potential, we worked with the Komets organization to revise the design into the final product.  The team wanted a character design that appealed to young fans, but also had a little bit of mystery to him (like Darth Vader) and would fit into the narrative history of Komets’ logos.

The revisions usually centered around the face, the helmet, the colors, the background shape, and body position of The Spaceman.

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INITIAL USE

Once the logo design was completed and approved, the time had come for the Komets organization to implement the new logo.  The decision was made by the team to slowly break-in the new logo, using the new Spaceman on some jumbotron graphics and on the next season’s print brochures and pocket schedules.   A few months later, the Spaceman debuted as the background on the Komets’ website and started popping up on select pieces of merchandise in the team store.

Over the next two years, the new design began to slowly gain momentum and traction among the Komets franchise and fans.

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RECENT USE

In December of 2014, the Spaceman made his first appearance on the ice for the Komets, debuting front and center on the team’s new orange alternate jerseys.  The reaction to the uniforms was positive from both Komets fans and non-fans alike.

Since its unveiling, the Spaceman has slowly become a large asset for the Komets’ brand and, looking to the future, we’re excited to see just how far it will go.

““We are extremely happy with the work Matt and the rest of the Studio 1344 team provided us.  It was exactly what we were looking for.”

– SCOTT SPROAT

Executive Vice President / Co-Owner

Fort Wayne Komets

Thanks to Komets LegendsEye 2 Eye Portraits, Still-n Action Sports Images, and the Fort Wayne Komets’ website and Facebook pages for the photographs and images used in this portfolio.

ABOUT THE PROJECT

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UGMONK

by Jeff Sheldon
BRANDING / WEB DESIGN  / IDENTITY  / MAGAZINE
THE BREIF

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WHAT WE DID

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FINAL VIDEO

Soft, Smooth & Sophisticated

Oshin – WordPress Theme

A Multi-Purpose wordpress theme with 12 stunning & unique demos. Crafted with passion & perfections

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Page Builder

Oshin comes with our powerful custom drag & drop page builder. With visual previews in the backend and with unique features like copy & paste, you will fall in love with this super fast builder.

Modern Design

Oshin has a striking balance between beautiful design and functionality. Each demo has been carefully crafted & with balanced typography and unique layouts you can easily create a great looking websites.

Unlimited Portfolios

With Variable gutters, multiple columns, gradient overlays, 8 hover options, 7 Title styles, likeable items and many more options, Oshin literally provides unlimited ways to present your work.

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HELLO POEM

By Dennis Adelmann

SUPER MODELS

A Photoshoot for Supermag, in Los Angeles. CA
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About the Project

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Man by the Lake

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Left Fixed Sidebar

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Left Floating Sidebar

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WANDERLUST

By Dennis Adelmann
BRANDING / WEB DESIGN  / IDENTITY  / MAGAZINE
THE BREIF

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WHAT WE DID

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CUSTOM ICONOGRAPHY

Handcrafted for a Vintage Appeal

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FINAL VIDEO

Soft, Smooth & Sophisticated
Laptop

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

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Floating Sidebar

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Fruit Custard

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Right Fixed Sidebar

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Vertical Stacked Portfolio

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Gallery

Grid of images that open in a lightbox. 

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Flow Carousel

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preview

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Flow Carousel

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Gallery

Grid of images that open in a lightbox. 

View Project

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Vertical Stacked Portfolio

Proin facilisis varius nunc. Curabitur eros risus, ultrices et dui ut, luctus accumsan nibh. Fusce convallis sapien placerat tellus suscipit vehicula. Cras vitae diam ut justo elementum faucibus eget a diam. Etiam sodales a sem vitae fermentum.

Cras vitae diam ut justo elementum faucibus eget a diam. Etiam sodales a sem vitae fermentum.Curabitur pellentesque massa eu nulla et consequat porttitor arcu porttitor.

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Right Fixed Sidebar

In accumsan metus at magna vehicula placerat tempor varius ipsum. libero, non congue odio vulputate eu. Phasellus euismod magna ac est.

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Fruit Custard

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s

View Project

Floating Sidebar

Ea mei nostrum imperdiet deterruisset, mei ludus efficiendi ei. Sea summo mazim ex, ea errem eleifend definitionem vim.

Nihil quaeque moderatius quo ut, eu vix noster fierent postulant. Est ut magna tation, nec timeam tractatos dissentiunt id, ne integre albucius eam. Animal docendi efficiantur ut eam. Malis nonumy mediocritatem mea an.

Laptop

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

WANDERLUST

By Dennis Adelmann
BRANDING / WEB DESIGN  / IDENTITY  / MAGAZINE
THE BREIF

Proin facilisis varius nunc. Curabitur eros risus, ultrices et dui ut, luctus accumsan nibh. Fusce convallis sapien placerat tellus suscipit vehicula. Ea mei nostrum imperdiet deterruisset, mei ludus efficiendi ei. Sea summo mazim ex, ea errem eleifend definitionem vim. Detracto erroribus et mea.

WHAT WE DID

Proin facilisis varius nunc. Curabitur eros risus, ultrices et dui ut, luctus accumsan nibh. Fusce convallis sapien placerat tellus suscipit vehicula. Ea mei nostrum imperdiet deterruisset, mei ludus efficiendi ei. Sea summo mazim ex, ea errem eleifend definitionem vim. Detracto erroribus et mea.

export_images-0023-comp

export_images-0006-comp

export_images-0006-comp

CUSTOM ICONOGRAPHY

Handcrafted for a Vintage Appeal

export_images-0020-comp

export_images-0017-comp export_images-0015-comp

FINAL VIDEO

Soft, Smooth & Sophisticated

Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting,

Left Floating Sidebar

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View Project

Left Fixed Sidebar

In accumsan metus at magna vehicula placerat tempor varius ipsum. libero, non congue odio vulputate eu. Phasellus euismod magna ac est.

View Project
Man by the Lake

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s

View Project
About the Project

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s

View Project

SUPER MODELS

A Photoshoot for Supermag, in Los Angeles. CA
View Project

HELLO POEM

By Dennis Adelmann

Oshin – WordPress Theme

A Multi-Purpose wordpress theme with 12 stunning & unique demos. Crafted with passion & perfections

oshin-responsive-1

oshin-responsive-2

iphone-oshin-513x1024

Page Builder

Oshin comes with our powerful custom drag & drop page builder. With visual previews in the backend and with unique features like copy & paste, you will fall in love with this super fast builder.

Modern Design

Oshin has a striking balance between beautiful design and functionality. Each demo has been carefully crafted & with balanced typography and unique layouts you can easily create a great looking websites.

Unlimited Portfolios

With Variable gutters, multiple columns, gradient overlays, 8 hover options, 7 Title styles, likeable items and many more options, Oshin literally provides unlimited ways to present your work.

  • oshin-demo-v1

  • oshin-demo-v2

  • oshin-demo-v3

  • oshin-demo-v4

  • oshin-demo-v7

UGMONK

by Jeff Sheldon
BRANDING / WEB DESIGN  / IDENTITY  / MAGAZINE
THE BREIF

Proin facilisis varius nunc. Curabitur eros risus, ultrices et dui ut, luctus accumsan nibh. Fusce convallis sapien placerat tellus suscipit vehicula. Ea mei nostrum imperdiet deterruisset, mei ludus efficiendi ei. Sea summo mazim ex, ea errem eleifend definitionem vim. Detracto erroribus et mea.

WHAT WE DID

Proin facilisis varius nunc. Curabitur eros risus, ultrices et dui ut, luctus accumsan nibh. Fusce convallis sapien placerat tellus suscipit vehicula. Ea mei nostrum imperdiet deterruisset, mei ludus efficiendi ei. Sea summo mazim ex, ea errem eleifend definitionem vim. Detracto erroribus et mea.

export_images-0003-comp

export_images-0003-comp

export_images-0004-comp

export_images-0004-comp

export_images-0008-comp
export_images-0009-comp

FINAL VIDEO

Soft, Smooth & Sophisticated
ABOUT THE PROJECT

Ea mei nostrum imperdiet deterruisset, mei ludus efficiendi ei. Sea summo mazim ex, ea errem eleifend definitionem vim. Ut nec hinc dolor possim. An eros argumentum vel, elit diceret duo eu, quo et aliquid ornatus delicatissimi.

Ea mei nostrum imperdiet deterruisset, mei ludus efficiendi ei. Sea summo mazim ex, ea errem eleifend definitionem vim. Ut nec hinc dolor possim. An eros argumentum vel, elit diceret duo eu, quo et aliquid ornatus delicatissimi.

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Fort Wayne Komets

LOGO DESIGN  //  ILLUSTRATION  //  MASCOT DESIGN  // MOTION GRAPHICS
THE BRIEF

2012 represented the Komets’ 60th season playing in the city of Fort Wayne, Indiana.

Founded in 1952, they are one of the oldest hockey franchises in the United States; only the “Original 6” NHL franchises and the Hershey Bears (AHL) have played in one city under the same name for longer periods of time.  To commemorate the anniversary, our mission was to breathe new life into one of the franchise’s original logos, known to Komets fans as Captain Komet, or simply, The Spaceman.

2komets

SpacemanHistory

THE PROCESS

To begin the project, we started with sketching out some rough Spaceman characters.  Once we found a rough design we thought had potential, we worked with the Komets organization to revise the design into the final product.  The team wanted a character design that appealed to young fans, but also had a little bit of mystery to him (like Darth Vader) and would fit into the narrative history of Komets’ logos.

The revisions usually centered around the face, the helmet, the colors, the background shape, and body position of The Spaceman.

process3B

INITIAL USE

Once the logo design was completed and approved, the time had come for the Komets organization to implement the new logo.  The decision was made by the team to slowly break-in the new logo, using the new Spaceman on some jumbotron graphics and on the next season’s print brochures and pocket schedules.   A few months later, the Spaceman debuted as the background on the Komets’ website and started popping up on select pieces of merchandise in the team store.

Over the next two years, the new design began to slowly gain momentum and traction among the Komets franchise and fans.

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RECENT USE

In December of 2014, the Spaceman made his first appearance on the ice for the Komets, debuting front and center on the team’s new orange alternate jerseys.  The reaction to the uniforms was positive from both Komets fans and non-fans alike.

Since its unveiling, the Spaceman has slowly become a large asset for the Komets’ brand and, looking to the future, we’re excited to see just how far it will go.

““We are extremely happy with the work Matt and the rest of the Studio 1344 team provided us.  It was exactly what we were looking for.”

– SCOTT SPROAT

Executive Vice President / Co-Owner

Fort Wayne Komets

Thanks to Komets LegendsEye 2 Eye Portraits, Still-n Action Sports Images, and the Fort Wayne Komets’ website and Facebook pages for the photographs and images used in this portfolio.

Quad City Mallards

BRANDING  //  ILLUSTRATION  //  MASCOT DESIGN  //  SPORTS IDENTITY

The Brief

 

In 2011, we were charged by the Quad City Mallards with refreshing and refocusing their brand.  At the time, the franchise was in a state of flux and had come under new ownership.  Looking to solidify the franchise for long-term success, the focus of the project was narrowed down to three goals:

 

Simplified Color Scheme
Consistency Across Brand
Incorporating Mo Mallard

Simplified Color Scheme

One of the eventual shortcomings of the Mallards’ of previous brand was a needlessly complicated color scheme.  The use of unneeded colors drove up printing costs and created a muddled visual identity.  We remedied the situation by merging the two shades of green into one and eliminating the shade of blue that was lightly used in the old brand.  The result is a simple and striking color hierarchy that strikes all the right notes from dark to light.

Consistency Across Brand

Consistency is instrumental when developing a strong brand identity.

With that in mind, we took the Mallards’ collection of unique logos and refined them into a collection of marks that were intrinsically linked with one another.  It was an exercise in follow-the-leader; where one design zags, the rest of the marks follow.  If a highlight gleamed on the neck of one design, then that gleam is replicated across the board.  Because of this mentality, a strong visual motif was developed that runs through the Quad City Mallards brand. 

Updated Marks

Incorporate Mo Mallard

When the Mallards franchise was revived in 2008, they quickly reintroduced their beloved mascot Mo Mallard as well.  Yet, while Mo was once placed front-and-center in many of the team’s old marks, he was absent from the new-look Mallards brand.  By restoring Mo Mallard to the franchise’s identity, we supplied the organization with a set of family-friendly designs that have only grown in popularity with their fan over time.

Mo Mallard Marks

Central Christian College

BRANDING  //  ILLUSTRATION  //  MASCOT DESIGN  //  UNIVERSITY
THE BRIEF

We were approached by Central Christian College (McPherson, KS) in early 2012 with the opportunity to rebrand their Athletic Department.  Known as the Tigers, CCC’s athletic programs have a rich history dating back to 1964 (the college itself dates back to 1884, making it the oldest junior college in Kansas).  Unfortunately, Central Christian’s Athletic Department believed that their old logos failed to represent the school or connect with their athletes, students, or alumni in a meaningful way; our mission was to change that.

THE TIGER

The cornerstone of the Central Christian Athletics brand is the tiger.  We began the process by sketching out several tigers and presenting them to the athletic department.   After careful deliberation, the leaders, coaches, and athletes in the athletic department chose a sketch that embraced the spirit of CCC’s original logo, but brought the tiger into the modern era.

After that decision, we then went through several revisions of the side-facing tiger until we reached the final design.

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THE VICTORY BELL

Central Christian College’s motto is: “It’s a Central Thing.”  Using that as inspiration, we wanted to bring one of CCC’s most-heralded traditions into the athletics’ brand; thus we created a set of special designs of the school’s Victory Bell.

The Victory Bell sits on Central Christian’s campus and is rung by CCC teams following a big win over rival schools.  It is a tradition cherished by Central Christian coaches, players, and students alike.

Our vision was to create a special design to reward CCC athletic teams that have succeeded in ringing the Victory Bell and giving them a reminder in what they have accomplished during their time at Central Christian College.

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COMMUNITY CONSOLIDATED SCHOOL DISTRICT 59

BRANDING  //  ILLUSTRATION  //  MASCOT DESIGN  // SCHOOLS
THE BRIEF

In late 2013, we were approached by CCSD59’s Director of Communications and Design, David Pohlmeier, about the opportunity of creating mascots for all 15 schools within the district.  The finished designs would need to launch simultaneously with the district’s new web presence in time for the new school year the following summer. Stylistically, the mascots had to be fun and win the approval of both the students and their parents, so we jumped at the opportunity to work with CCSD59.

THE PROCESS

We started each school with some rough sketches that we sent over to David, who would narrow the concepts down to the three ideas.  Those three ideas would soon become three refined sketches, and those drawings were later presented to the student body of each school to vote on for their favorite.  The winning mascot was then illustrated,  supporting type and secondary marks were created, and finally the entire family of marks were assembled into a branding sheet and sent over to the schools to be implemented.

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“Matt is an incredibly talented artist, and the work he created for our school district was exceptional.  Everyone from our staff to our students are proud to show off their new mascot, and we are excited to see such high quality work represent who we are.”

– BEN GREY

Assistant Superintendent for Innovative Learning and Communications

CCSD59

Mississippi RiverKings

BRANDING  //  ILLUSTRATION  //  MASCOT DESIGN  //  SPORTS IDENTITY
  • The Client

    Early 2015 brought forward one of our favorite projects: working with the Mississippi RiverKings of the Southern Professional Hockey League to help create a new identity for the team.  One of the oldest minor league hockey teams in the southeastern United States entering their 24th season of operations, the RiverKings are the oldest current sports franchise operating in the Memphis, Tennessee area. 

     

  • The Brief

    During our very first conversation with the RiverKings organization, it quickly became clear that the biggest challenge of the project would be answering the question, “What is a RiverKing?”   In fact, even the team itself was unsure of the name’s origin or the symbolism it was supposed to represent; regardless, the name stuck and connected with their fanbase incredibly well.  

    It was up to us to find an answer to the question, once and for all. 

  • The Process

    When we started the process of rebranding the RiverKings, we made an effort to keep all of our options open in terms of imagery, colors, and direction.  We investigated rivers, kings, turtles, otters, steamboats, Poseidon-like mermen, and even the legend Elvis Presley himself while in the process of searching out possible directions to take the brand.  

    But as we continued to brainstorm, sketch, and revise, the foundations of the RiverKings’ identity began to take shape and the brand’s direction became clear.

     

The Brand

  • The most difficult decision made in the rebranding process was the choice to move on from the RiverKings’ most recent mascot, Sheldon the Turtle.  However, the decision to abandon “Sheldon” was a strategic one; by leaving the turtle behind, it freed the franchise from being forced to use a shade of green and allowing the team to return to the franchise’s original colors of gold, black, and white.  Another factor for us in choosing a different direction was that one of the RiverKings’ chief rivals uses a reptile as a mascot and the color green extensively, while there are no exclusively gold teams in the SPHL.

  • Because Sheldon had operated as the center of the RiverKings’ identity for the past 15 years, a new cornerstone of the brand needed to be set in place.  Rather than simply refill Sheldon’s shoes with a new character and put the new identity into direct conflict with the old, a simple and different approach was developed.  The new brand features the letter “M” displayed with a regal crown, set over a crest with a ribbon proudly proclaiming the “RiverKings” moniker.  With this new direction comes a shift into more of a “professional” look and leaves the question of “What is a RiverKing?” up to the imagination of the individual.

  • Another important decision involved the main imagery of the identity.  Because the franchise operated as the “Memphis RiverKings” from 1992-2007 and the “Mississippi RiverKings” from 2007 onwards, they did not want to alienate a portion of their fanbase.  The solution to this issue was to focus on a brand that put the emphasis on the letter “M” and on the “RiverKings” brand over the location of the team.

HeadTrainer

BRANDING  //  MOBILE APPLICATION  //  CORPORATE IDENTITY  //  SPORTS

The Client

HeadTrainer is a mobile application designed to be a fun and engaging way for kids and adults to train their brains with enhanced athletic performance as the end goal.  Developed in partnership with Sports Science Institute at Duke University, the application is endorsed by athletes such as Jose Bautista, Alex Morgan, Richard Sherman, and Dale Earnhardt Jr., among others.

The Brief

Studio 1344 was brought onboard by the braintrust behind HeadTrainer to provide services including developing brand strategy, creating various concepts, and standardizing the final identity by establishing brand guidelines.

Before entering the project, the HeadTrainer team had been using a placeholder design that represented the multi-sport appeal of the application.  While the final product doesn’t deviate too much from look and feel of the original, the entire design was reengineered and optimized to be effective across a wide arrange of media platforms.

The final design is supported by an extensive file library along with a detailed brand manual to help ensure correct implementation of the HeadTrainer brand.

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Mississippi RiverKings

BRANDING  //  ILLUSTRATION  //  MASCOT DESIGN  //  SPORTS IDENTITY