DHFA Rebranding

This was a rebranding project for Denver Historical Fencing Academy. This company approached me about helping to bring their brand into the present. Their past branding was very similar to other historical weapon brands, and they wanted to stand out and make an impact on the younger generation. The final deliverables included: strategy and company analysis/research, logo and co-logo design, copywriting, and image treatments.

Service

Branding, Copywriting, Illustration

Client

Denver Historical Fencing Academy

Year

2020

Mission:

I was inspired to create a brand identity for the Denver Historical Fencing Academy that would reflect the athletic aspects of the company.

Concept:

I wanted to create a brand that speaks to a younger generation while also giving a fresh take on a historical-centered company. I started by redoing the logo into a bold and dynamic design that I would later create key graphic elements on. After researching some of the main weapons used over the centuries, I illustrated several line art graphics based on the handles of these ancient tools. Lastly, I created collateral, image treatments, and wrote short copy to tie everything up into an effective and consistent brand.

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DHFA

Logo

In the new logo, you can see a nod to the original logo, but there is also a refreshing geometric take on the design. Since I kept several key elements of the first logo, DHFA's clients will be able to recognize the new elements while also registering it as Denver Historical Fencing Academy.


While tying together these crucial components, I contained it in a grid system that is easy to replicate and also mimics the photo treatments. This results in a clean and modern design that can be consistent across all platforms.

DHFA

Co-logo

The chosen shape of the badge is reminiscent of the type effects on the images. This will appear on either apparel or merchandise. These can also be used as watermarks on posted images.


While tying together these crucial components, I contained it in a grid system that is easy to replicate and also mimics the photo treatments. This results in a clean and modern design that can be consistent across all platforms.

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Graphic Tool Kit

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These weapon-inspired graphic elements will be repeated across several different visual platforms for overall consistency of look and feel.

T-Shirt Line

This apparel was designed for the team and clients and was based on the tool kit designs. These T-shirts can be customized based on color and sword hilt.