Goon Run Cult (Run Club)
When the team at Goon Barbers though about launching their own run club, they contacted me to help them break away from the traditional, serious tone of most running groups. They needed someone who could bridge the gap between their established barber shop branding and a new, playful, cult like concept that would look just as good on a t-shirt as it does across socials. I took the reins on the full branding project, building out a custom suite of icons and a visual identity that gives them a bold, distinctive presence, if they were to launch in the future. Unfortunately due to their busy schedules they don't have time to start and run the club, and this was the initial unfinished design, but the branding may be continued in the future.
Goon Run Cult (Run Club)
When the team at Goon Barbers though about launching their own run club, they contacted me to help them break away from the traditional, serious tone of most running groups. They needed someone who could bridge the gap between their established barber shop branding and a new, playful, cult like concept that would look just as good on a t-shirt as it does across socials. I took the reins on the full branding project, building out a custom suite of icons and a visual identity that gives them a bold, distinctive presence, if they were to launch in the future. Unfortunately due to their busy schedules they don't have time to start and run the club, and this was the initial unfinished design, but the branding may be continued in the future.
Developing a playful identity that captures the spirit of a running cult
The goal was to move away from the overly serious tone of many run clubs, leaning into a more playful, cult like vibe that focuses on the experience rather than just the mileage. We wanted to balance that cheeky energy without going too dark or complicated, using bright pink and blue brand colours to keep things fun and also be consistent with goon barbers current brand colours. It was a challenge to get that vibe right, ensuring the imagery felt like a fun experience rather than something a bit too serious or intense.
Developing a playful identity that captures the spirit of a running cult
The goal was to move away from the overly serious tone of many run clubs, leaning into a more playful, cult like vibe that focuses on the experience rather than just the mileage. We wanted to balance that cheeky energy without going too dark or complicated, using bright pink and blue brand colours to keep things fun and also be consistent with goon barbers current brand colours. It was a challenge to get that vibe right, ensuring the imagery felt like a fun experience rather than something a bit too serious or intense.
Developing a playful identity that captures the spirit of a running cult
The goal was to move away from the overly serious tone of many run clubs, leaning into a more playful, cult like vibe that focuses on the experience rather than just the mileage. We wanted to balance that cheeky energy without going too dark or complicated, using bright pink and blue brand colours to keep things fun and also be consistent with goon barbers current brand colours. It was a challenge to get that vibe right, ensuring the imagery felt like a fun experience rather than something a bit too serious or intense.
Infusing personality through motion and unique, custom iconography
I started with an initial AI generated reference from the client, which served as a great starting point to dive into the design. I wanted to add more personality, so I drew inspiration from running gear, and mixed those with more mysterious cult themed icons. I created a custom set of icons, including a flame filled eye and unique running illustrations, all designed to work in tandem to tell a story. It was all about creating a rich visual language that feels cohesive, fun, and instantly recognisable, that works primarily across merch and socials.
Infusing personality through motion and unique, custom iconography
I started with an initial AI generated reference from the client, which served as a great starting point to dive into the design. I wanted to add more personality, so I drew inspiration from running gear, and mixed those with more mysterious cult themed icons. I created a custom set of icons, including a flame filled eye and unique running illustrations, all designed to work in tandem to tell a story. It was all about creating a rich visual language that feels cohesive, fun, and instantly recognisable, that works primarily across merch and socials.
Infusing personality through motion and unique, custom iconography
I started with an initial AI generated reference from the client, which served as a great starting point to dive into the design. I wanted to add more personality, so I drew inspiration from running gear, and mixed those with more mysterious cult themed icons. I created a custom set of icons, including a flame filled eye and unique running illustrations, all designed to work in tandem to tell a story. It was all about creating a rich visual language that feels cohesive, fun, and instantly recognisable, that works primarily across merch and socials.
Establishing a versatile design system with plenty of room to grow
I really loved working on this project, and while it didn't reach the final design phase and may never launch, the foundation is incredibly strong. The initial concepts I developed, from the shoe designs to the logo lockups, have so much scope to be expanded upon later. Everything is set up to be easily adapted for apparel and digital use, giving the client a toolkit he can pick back up and run with whenever the time is right to bring the club to life and finalise this project.
Establishing a versatile design system with plenty of room to grow
I really loved working on this project, and while it didn't reach the final design phase and may never launch, the foundation is incredibly strong. The initial concepts I developed, from the shoe designs to the logo lockups, have so much scope to be expanded upon later. Everything is set up to be easily adapted for apparel and digital use, giving the client a toolkit he can pick back up and run with whenever the time is right to bring the club to life and finalise this project.
Establishing a versatile design system with plenty of room to grow
I really loved working on this project, and while it didn't reach the final design phase and may never launch, the foundation is incredibly strong. The initial concepts I developed, from the shoe designs to the logo lockups, have so much scope to be expanded upon later. Everything is set up to be easily adapted for apparel and digital use, giving the client a toolkit he can pick back up and run with whenever the time is right to bring the club to life and finalise this project.
