Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Branding Design
A branding project to try to bring a new business to life for working people who care about green methods of travel in the city.
Description
Urban Pulse was built around a simple but powerful idea; that products designed for city life do not have to come at the planet's expense. Fast paced and environmentally intentional, the brand was created for the person who moves through the city on their own terms and cares about the footprint they leave behind.
Process
Urban Pulse was starting from zero. No logo, no visual identity, no brand language. The goal was to build something from the ground up that could anchor a product launch; a logo, a color system, typography, and enough branded elements to bring a merch collection to life. Everything needed to feel cohesive, intentional, and ready to wear from day one.
01
The Urban Pulse customer is environmentally conscious and proudly so. They are not interested in fast fashion or anything that feels disposable. They get around the city on a skateboard, a scooter, or a bike; not because they have to, but because it aligns with how they move through the world. Understanding that person made the design direction clear. This brand needed to feel urban and grounded, not polished and corporate.
02
The logo is built from the company's initials, UP, but it goes further than that. The letterforms draw from a building rendered in two point perspective, layered with the visual language of city street signage. Transportation and environment collapsed into a single mark. The concept lives right in that intersection, the city as a place worth protecting, and movement as a way of honoring it.
03
From the logo we built outward. A color system, typography selections, brand patterns, and graphic elements that could flex across different surfaces and product applications. Select product designs were developed using the branded elements, giving the collection a visual cohesion that felt like a real launch rather than a handful of things that happened to share a logo.
04
Urban Pulse did not make it to launch. But this project taught me something that every project since has benefited from. I learned what it actually takes to research a real target audience in the wild, not just on paper, and what it means to build a brand system sturdy enough to carry a product line into the world. Sometimes the most valuable projects are the ones that never ship.
05
06
