The design brief for this project was fairly open, however the client sought vibrant, bold and expressive explorations. The main design idea was to use cool, custom calligraphy and write it around contemporary, energetic photography. Together with the ‘100’ lock-up and main yellow colour, I created a fresh, distinctive set of visuals.

Brush stroke is re-traced and re-generated in Illustrator to follow the curve

Logo design process

Decorative illustrations go around the picture to add some playfulness
Final key visual revisions and colour variations