Identity rework for a roller skate shop. Coming from a badass roller derby background, the client was looking to make her brand more accessible to kids and parents while maintaining the brand's history and background.
Process for the rebrand included creating a Brand Analysis document to determine what characteristics of the former logo should be refined and maintained and which aspects weren't working. The Brand Analysis included creation of a moodboard, an overview of competitors' brands, an analysis of the former logo, and recommended solutions for any problems.
Below are a few of the process marks discarded along the way.