Full exploratory brand identity for Dunedin Derby
This conceptual brand redesign for Dunedin Derby helped the team explore options for brand changes in the future, though was not implemented due to budget restrictions. The main challenge for this brief was incorporating existing aspects of their current brand - such as their colours - while giving the brand a stronger sense of their place in the Dunedin region. The resulting emblem logo and supporting brand aim to show off the team's spirit and supportive culture while giving stronger recognition to Dunedin - not Scotland - as their home.
Student client project at Otago Polytechnic.
Primary Logo:
Brand Guide:
Process:
This project went through a heavy research and development phase with multiple focus groups to ensure the resulting brand was the strongest it could be. Research primarily focused on exploring roller derby culture and existing logos as well as ways to symbolise Dunedin, Scotland, and derby in the final logo. Focus group sessions with the team ensured the logo fit with their team environment and made sense with their brand story.