Wicked Goods
Brand identity and naming for a promotional merchandise company inspired by the founders' Boston roots.
Brand Strategy • Naming • Brand Identity
Challenge
Create a memorable brand for a promotional merchandise company that reflected the founders' Boston roots while appealing to clients nationwide. The identity needed to feel authentic, professional and distinctive in a competitive industry.
My Role
Brand strategy, company naming, identity design, logo development and brand guidelines.
Solution
Developed the brand around the idea of "Authentically Wicked," creating a distinctive identity that celebrates the founders' Boston heritage while remaining relevant to a national audience.Inspired by Boston's MBTA transit system, the identity reinforces the founders' roots while creating a distinctive visual language that extends across merchandise, apparel, print and digital applications.
Impact
Delivered a cohesive identity system designed to scale across merchandise, marketing materials and future brand applications.
