I was commissioned to create a series of logos for a growing online retailer. Starting with “Service Champions” the owner wanted a new website, and a new brand identity that could expand into new territories such as bike, ski and outdoor equipment.
My concept was instead of starting again, to create a series of sub-brands, for example ‘Bike Champions’ and ‘Outdoor Champions’. This, coupled with an accent colour/adapted logo for each sub-brand, would allow for distinct differentiation (with infinite expansion) without compromising the core style. Ultimately the company decided to halt it’s progression for the time being, but it was an interesting project to work on.