Identity: The goal of this project was for the Sports Authority identity to be reworked. Reorganizing elements can change the conversation about an object, idea or place. A brand redesign is an example of this. The new identity is based on the color scheme of the previous wordmark, but has been up modernized with gestalt typography.
I wanted to comment on the sports industry's search for an edge through advanced technology. The packaging is for a box of fictionalized branded golf balls. It was taken from concept to realization and given a clean futuristic look with classic typefaces to express the cutting edge (and radioactive) nature of the product.