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UpArrow Brand Identity and Apparel Design

Let the adrenaline rise. A store for the biking enthusiast, the UpArrow brand caters to the need to stay comfortable while in your element. What is underneath all the gear is just as important – so you can show off your adventurous nature with unique shirts that capture your personality while being ultra stretchy and soft – in casually upscale way.

To create the name and logo for this brand, the focus was on the elements involved – upward motion, a rising speedometer, and, of course, apparel. The base for the logo is the Futura font, for a clean and modern look. The end result is a combination of these ideas, resulting in a minimalist logo that is a pun of “apparel.”

I created four T-shirt designs for the store's launch, based on motorcycle imagery, and on paraphrased quotes and sayings. The quotes are unique and are heavily modified from random comments motorcyclists around the world have made.

To keep the brand identity consistent across platforms, I created T-shirt mock-ups, banners, and posts for Facebook and Instagram. I also helped with copywriting and coming up with captions for ads and the initial social media posts.

UpArrow logo in white on black backgroundUpArrow logo style guide showing the Futura font and the inspirations behind the logoEight black T-shirts for men and women,with motorcycle quote graphicsUpArrow logo with woman on motorcycle in the background< Back to Projects