ZFG
A bold lifestyle brand that pushes limits and speaks its mind.
A bold lifestyle brand that pushes limits and speaks its mind.
Intro
ZFG was built from the ground up as the rebellious cousin of Life is Good, aimed at adventurous, outspoken people who live by their own rules. I led creative direction across identity, web, social, and merchandise so the brand feels edgy, direct, and wearable.
ZFG was built from the ground up as the rebellious cousin of Life is Good, aimed at adventurous, outspoken people who live by their own rules. I led creative direction across identity, web, social, and merchandise so the brand feels edgy, direct, and wearable.
Role
Creative Director and Designer
Scope
Strategic Brand Identity | Logo Suite and Badges | Brand Typography and color | Social System | Web Design | Merchandise Design
Creative Director and Designer
Scope
Strategic Brand Identity | Logo Suite and Badges | Brand Typography and color | Social System | Web Design | Merchandise Design
Outcomes
• Cohesive identity packaged for fast rollout across web, social, and merch
• Flexible badge system that works on tags, patches, and product marks
• Clear type and color rules that scale from digital to apparel
• Cohesive identity packaged for fast rollout across web, social, and merch
• Flexible badge system that works on tags, patches, and product marks
• Clear type and color rules that scale from digital to apparel
The Logo Suite
The primary mark integrates Z, F, and G in a circular frame for a minimal but impactful emblem, supported by punchy badge variations like Zero Fucks Given and Others Say It. We Live It. A clean wordmark supports more formal use.
The primary mark integrates Z, F, and G in a circular frame for a minimal but impactful emblem, supported by punchy badge variations like Zero Fucks Given and Others Say It. We Live It. A clean wordmark supports more formal use.
Color and Type
A bold, gender neutral core of black, white, and steel gray with a hit of yellow and earthy accents. League Spartan carries headlines and scales well across web and apparel.
A bold, gender neutral core of black, white, and steel gray with a hit of yellow and earthy accents. League Spartan carries headlines and scales well across web and apparel.
Process
Challenge
Create a lifestyle brand that feels fearless yet wearable, with assets that flex across digital and product.
Approach
Build a versatile logo family and badge system, set a tight type and color kit, and design social, web, and merch to prove range.
Result
A clear, confident identity with flexible assets that speed production and keep the voice consistent.
Challenge
Create a lifestyle brand that feels fearless yet wearable, with assets that flex across digital and product.
Approach
Build a versatile logo family and badge system, set a tight type and color kit, and design social, web, and merch to prove range.
Result
A clear, confident identity with flexible assets that speed production and keep the voice consistent.
Credits
Solo Project
Solo Project
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