ECDC Athletic Apparel

t-shirt apparel athletic workout Clothing africa charity sports

This project for ECDC Athletic Apparel was a unique one for me. Since they had already started to print shirts for influencers, I was not allowed to make any drastic change to their logo. I was hired to help solidify their branding, create business cards, t-shirt design concepts, infographics, and help with design bits and pieces for basic public presentation. I was accustomed to starting from scratch and helping build an identity from the ground up, however this time I was in charge of squeezing everything I could out of what they currently had.

"Every Child Deserves a Chance" is an eco-friendly activewear brand dedicated to supporting youth sports development throughout Africa. Their shirts are made from bamboo and half of their profits are donated to supporting youth sports development in impoverished areas throughout Africa.

The first step was to re-construct their logo. I had to keep the symbols the same, so I only made minor adjustments: I tightened up the lines and angles, visually kerned the unique letters, and created some variations to potentially be used down the road. It may not be the most exciting logo by itself, but once the elements of it are expanded and applied elsewhere, it shines a little brighter.

Old Logo --- Reconstructed Logo

Logo Variations

Brand Elements

The next step was to extra as many brand elements out of the re-constructed logo that I could. Part of ECDC's messaging is to rise above and overcome challenges in fitness and in life. I took the "C" from both logo variations and rotated them so that the leftover chevron symbol was pointing upwards. These are both easily combined and repeated to make a pattern, can be expanded and used as an overlay, and can be applied to anything the brand needs - from tags, pocket square designs, stationery, or incorporated into the actual fabric.

Patterns

These patterns were created from the brand elements shown above. They have been applied to the business cards, t-shirt designs, and are to be used on packaging and other necessary items in the future.