Darling
This conceptual brand identity is based on the idea of a brand that celebrates diversity in skateboarding and changing the way brands market to a greater audience of diverse people. Collecting responses from skaters and non-skaters through surveys and interviews, it’s clear that a majority of skate brands and skate media could be doing more to seek diversity and include more types of people. While BIPOC, LGBTQIA+, woman/femme-owned brands are rising in popularity, other skate brands owned by cis-gendered men stick with a smaller formula of imagery and messaging that unintentionally creates an exclusive standard to the industry. The execution of this brand would involve themes of diversity in regular daily conversations from true community support rather than virtue signaling or waiting to speak up when tragedy strikes.
Brand identity development, art direction, and logo design.
Darling would use the most important aspects of allyship on collateral and assets. With this in mind, product would consist of celebratory and empowering messaging for femme, Black, LGBTQIA+, international, and disabled folks. Further lines will celebrate other marginalized community members, along with boards directly challenging and calling out oppressive behaviors and normalities within skate culture.
