1 minute read
ULTIMA REBRAND
Cross Platform Campaign
Brand Identity Cross Platform
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Jackson Ultima is a long-standing figure skating brand under Tournament Sports. However, their current branding feels dated and understated as they cater to an athletic and powerful demographic. I wanted to highlight this while keeping some brand equity with the colour blue and retaining the triangle motif from their logo.
The rebrand represents individuals who are fearless and dauntless and crave to be apart of a community of like-minded individuals. This brand is to compete on the same levels as the top dogs in the sports industry and serves to inspire people to get out there and compete.
STRATEGY: Research, Branding & Visual Design
IDENTITY: Logo, Identity System, Branding & Visual Design
DELIVERABLES: Cross Platform
This redesign was created for a class project, with no affiliation to Jackson Ultima. Jackson Ultima does not sponsor or endorse any of the work shown. I declare no affiliation, sponsorship, nor any partnerships with any copyright or trademark holders. All royalty-free Photos sourced from Freepic and Envato Elements.
MOODBOARDING
BRUNCHES BOLD
67 pt.
200 tracking
All Caps
BRUNCHES REGULAR
15 pt.
200 tracking
All Caps
NOIRDEN BOLD
9.5 pt.
50 tracking Sentence Case
Ultima
PERFECTION. BALANCE. POWER
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
The Figure Skating Company
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZZ
NOIRDEN LIGHT
8.5 pt.
70 tracking
11 leading Sentence Case
At Jackson Ultima, we build equipment for the leading skaters in the sport, incorporating that experience in our mid-range products. Jackson Ultima is the only manufacturer in the industry that can provide you your first skate all the way to your last.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
TYPOGRAPHY
Process
Visual Ideation & Brand Standards
For my visual ideation, I first started with some basic word listing to get a good sense of the visual direction I wanted to pursue. From this, I learned that I wanted to emphasize a sense of motion within the branding. I knew that figure skaters typically create choreography plans that show visual motion through lines. To replicate this, I opted to use text along a path of motion instead to create something less expected. After this, I paired simple typography to emphasize a sense of balance. Finally, I chose to keep the signature Jackson Ultima blue for the color palette to retain brand equity and included a pink to add a refined touch.
