visual identity refresh
#art-direction
#graphics
role
Visual design
tools
Canva
timeline
Summer 2024
overview
Working with the design team, I helped revitalize the visual identity of the Douglas Royals' athletic team. Our goal was to bring a new look to their social media presence, while maintaining brand integrity before the upcoming season.
01 background.
douglas royals
Part of the PACWEST and CCAA, Douglas Royals represents men’s and women’s teams for baseball, basketball, soccer, softball, and volleyball. Updates on game announcements, game schedules, and more are regularly shared through the official website and social media platforms to keep its followers informed and engaged.
understanding the previous design
A clean layout is emphasized through the usage of straight lines and boxed text. Hierarchy is placed on the text title by creating depth using borders and shadows, and a playful touch is added through the irregular placement of letters in the headers.
The background pattern features illustrated doodles of the Royals lion mascot, interspersed with the letters spelling out 'Royals,' adding a dynamic and fun visual pattern to the compositions.
Examples of Douglas Royals’ previous posts taken from Douglas Royals’ Instagram.
douglas royals' orignal branding
The original logos, typography, and colour palette are kept in the visual identity refresh.
02 ideation.
my inspiration
My vision derived from graffiti and scrapbooking, a form of art that encompasses self-expression through improvised layouts and expressive elements. The bold and abstract direction creates a bold contrast from the previous design, yet embodies a fun and exciting aspect, fitting for a student sports team.
Some images from my moodboard for ideation.
03 final design.
visual comparisons
Gameday post
Before
After
Final score post
Before
After
Appreciation post
Before
After
art direction
Dark Theme
This provided a fresh identity when compared to the previous design while still utilizing Douglas Royals’ brand colours.
Blurred Text
The team name in the background creates a subtle reference to the brand without overpowering other graphical elements on the composition, similar to the approach of quiet luxury.
Bold Type
The usage of combining filled and outlined type creates emphasis and a focal point on key words, bringing hierarchy against sub-headers.
Decorative Graphics
The freedom of form found in ripped paper, paint strokes, paint splatters, and other miscellaneous accent elements provides a strong element for the application of motion graphics. These elements create a sense of natural movement that mimic the flow of real-world materials. Through the layering of these elements, it creates texture and depth that furthers creates visual interest and distinguishes foreground elements from the background.
Final social media posts taken from Douglas Royals' Instagram (@douglasroyals).
incorporating motion
04 takeaways.
Working at Douglas College marked my first experience as a designer in a professional setting. Through ongoing projects for the Athletics and Recreation departments, I’ve had the opportunity to expand my creative and visual skillset by creating designs that align with their unique branding guidelines.
One of the most significant challenges has been learning how to effectively manage time and prioritize tasks. The Athletics and Recreation departments have different design requirements and restrictions, so careful planning and adaptability is needed to ensure both are met efficiently. This has allowed me to sharpen my organizational skills and taught me how to stay flexible without compromising the quality or consistency of my work.
Lastly, this experience has not only strengthened my technical and creative abilities but also deepened my understanding of collaborative workflows, brand adherence, and the importance of effective time management.
