Sick Tricks

The Challenge
Sick Tricks is a store that sells skate gear and apparel that can be customized and picked up at in person pop-up locations. The Sick Tricks mission is to empower skaters of all levels with high-quality, custom-designed products that seamlessly blend performance, creativity, and individuality. Sick Tricks was in need of a brand identity that is unapologetic and loud! The identity needed to be flashy and match the style of current pop culture and show up in ways you wouldn't expect. Their values of individuality needed to shine through their visual identity and brand strategy. They needed digital and print collateral that worked well together as a system.

Solution
Me and the team went through many iterations of strategy for the icon and wordmark, ultimately the skull and crown was the no brainer option. It shows the grunge behind the culture, but also embodies the friendly nature that Sick Tricks is trying to achieve for a specific sector of their audience. In the end we landed on a custom hand-sketched typeface that resembles a graffiti tag. The wordmark is cohesive with the crown icon. The pattern is a set of various sketches of the Sick Tricks crown tag and backs up the idea of unifying the unique. Sick Tricks speaks with an empowering voice that highlights individuality above all.