Art direction, identity creation, logo design, digital design.
The social cost of problem gambling in Australia is estimated to be at least $4.7 billion a year and Jayden Gardner is on a journey to help young Aussie males beat their addictions.
We delved straight into logo design and identity creation with a goal of implying the personal development and growth that people will undergo while on Jayden’s coaching program.
My inspiration for the logo is the unfurling silver fern. In Maori traditions this symbolises new life, growth, strength and peace. The circular shape of the logo helps to convey the idea of perpetual movement, while the background imagery adds a modern twist to keep it striking and memorable. The subtle thickening of the typography from left to right represents growth, strength and depth of life.