Urban Environment
Urban Environment was one of the largest Brand Design projects that I completed in University, and involved coming up with a completely original brand, giving it a logo and an identity, and then creating digital artwork and content to promote it to the public.
As a photographer that has an interest in shooting streets and cities, I instantly knew that I wanted to create a sort of rough, edgy, brand, that has a very specific 'feel' about it, and that led to the creation of Urban Environment, a fictional streetwear company based in Brisbane CBD.
As I started developing the logo and branding strategy, I instantly knew that I wanted Urban Environment to literally be brisbane, and this led to the incorporation of some of the city's high rises in the logo. For the digital artwork, there was no more appropriate way to promote a small Brisbane streetwear company than shooting the actual content within Brisbane CBD, so myself and a friend of mine went out to some of the city's iconic buildings and landmarks to take some photos. The best 3 shots were edited and then digitally manipulated with 3 very unique styles that distorted the world around the subject, and then appropriate text was added to promote the brand itself.
Creating mock ups of the logo and the artworks I created (on the right of your screen) to demonstrate what my designs would look like if they were actually deployed onto city streets was incredibly satisfying, and Urban Environment remains to this day one of my favourite projects I have ever completed.
