Working with a local business leader and a team of high school interns, I led art and design efforts for this evolving project.
This project started it's life with the idea to turn a trademarked phrase into a lifestyle brand. In this case the phrase was 'Life's a Sport, Go Play!'
The phrase was meant to represent represent a classic outdoors american lifestyle. Early concepts were sketched out and mockups created, but it became apparent that the brand felt out of date.
The 'Rocky' Stairs and old gym class climbing rope concepts.
In a bid to modernize the brand, the team first came up with the name 'Excelsior: Ever Upward' to represent a vision of overcoming adversity.
After another shift, the name was changed to Skyward as a nod to Skypoint Ventures, which was loosely associated with this project.
The Brand launched as one of the founding vendors in the Shops on Saginaw shopping plaza in downtown Flint.
