Briefing & Visual Moodboard

I received a really fun brief for the logotype assignment!


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Name of Client: Go Stick It   

Type of organisation: The client is Marcia (Meat Train) Black – a queer, deaf Roller derby player, based in Wellington.

https://attitudelive.com/player-page/marcia-two-sides-of-me

Marcia is producing custom-made vinyl decals for helmets and car windows (mostly roller derby themed).

Big Picture: There is no one in the derby community known to be doing this in New Zealand. People get stickers from Ali Express, Etsy, Iko Iko, roller derby brands/ events.

Roller derby is still unknown by many people in New Zealand, but it is one of the fastest growing women’s sports in the world. People of all genders play. Roller derby people like edgy/ funky graphics that push boundaries. Word of mouth is a big thing.

Unique Proposition: 

Values: Inclusiveness – of all people; Customer driven; Continuous learning

Mission: To help people share their truth.

Strength: Creativity and uniqueness (being edgy and fun). Only NZ-based (local) designer specialising in custom roller derby themed stickers.

Audience: Roller derby sportspeople, referees, non-skating officials, enthusiasts (fans) of any age but most likely to be between 18-40 years old. They could live or work anywhere in NZ (rural and urban) and may or may not have disposable income.

What motivates them:

  • Roller skating
  • A sense of community and belonging
Objective:
  • Fitness
  • Competitiveness
  • Looking cool
  • Having the latest thing

Goal: People to go “ooh! That’s cool. Where can I get one?”
To be used on: Free helmet stickers to promote the business, a Facebook page profile photo and banners. Scalable: Yes

Time: Approximately 30 hours to research, design and finalise 3 x black and white wordmarks and apply to 1 piece of collateral.

Budget: $0

Tone:

  • Funny
  • Fun
  • Quirky
  • Memorable
Ideas from the client:

  • Pop Art
  • Not gendered
  • Bold
  • Not too busy
  • Rude, but not offensive
  • Clean and simple
  • Prefers the whole name of the brand to be used (not just the initials)
  • “I like the look of negative space images”
  • “Could be like a sticker being peeled off something”
  • “Could maybe include a star shape?” (like a Jammer star) – this is a roller derby position in a team. The Jammer wears a star on their helmet and is the one who can get the points in a game e.g.

Risks and Challenges: The audience has a high expectation that things will look cool. If things are ‘boring’, they will not use it. ‘Go Stick It’ will be the name of the decal business and this brief is for that brand, not the eventual look of the decal products the business will be producing (as they will be custom-made and unique). However, the wordmark of the brand must give the impression that the decals produced by the brand will be likewise funky and edgy.

Takeaway: Fun! 

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When I first read this brief, the words that initially stood out to me was 'share their truth'. I asked about it and found out that because the roller derby community is so inclusive and welcoming, anybody can join and it's possible for them to be the someone they want to be. They can choose a name - any name that expresses their unique nature, and be that person. Examples are names like 'Mel-icious Mayhem', 'Evil', 'Beatrice Skiddo', 'Skandal' etc.

These names were observed from the Attitude episode about Marcia (link was given in the brief). It was really good being able to catch a glimpse of the personality of the client, their beliefs and the roller derby community in general. Personally, I was really touched after watching it and want to do this logo right by them :) I hope I can craft a logo Marcia will be happy to use!

Spent some time researching on styles and putting together a moodboard on Pinterest. I think this is important cause it helps me get a feel for Go Stick It should sound like, visually. Will add more as I go along. 




Time spent: 2 & 1/2 hours.

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