The Big Idea

Draw parallels from world-class fashion and sports brands to make a timeless, iconic brand.

Project: Young Hearted 15 Identity System

Young Hearted 15 is a grassroots philanthropic organization in development. Its goal is to raise awareness among young athletes who play sports, encouraging and educating them about the importance of proper heart disease testing before participating in any level of sport. YH15 will donate a portion of the proceeds earned annually from the company's sales to the American Heart Association to promote awareness of Left Ventricular Hypertrophy. The organization aims to help shape new rules and health regulations that ensure optimal healthcare for middle school, high school, and NCAA athletes.

Left Ventricular Hypertrophy (LVH) is the most common form of hypertrophic heart disease. A common cause of LVH is chronic hypertension, which increases the strain on the left ventricle. Young Hearted 15's goal is to contribute to the implementation of new rules and health regulations to ensure the best healthcare for middle school, high school, and NCAA athletes.

Problem

Create an identity to be the face of this worthy cause. The initial ask of the client was to combine the number 15 with a young male lion.

Project Goal

Create a unique identity that draws inspiration from both world-class fashion and sports brands, and develop a brand image that timelessly blurs the lines between both for the greater good.

Project Role

Creative Director
Appolllo Bey

Background & Marketing Research

Logo Process

The concept for the logo combines the ferociousness and hunger for life of a young lion with the number 15. The number 15 was the owner's younger brother's jersey number, who unfortunately passed away from (LVH) while playing basketball at Oklahoma State University. For this logo, we studied various iconic sports and fashion brands, examining logos that were timeless in design, in hopes of translating the animal and number through the use of as few lines as possible. Essentially, we aim to keep the mark modern, graphic, and iconic.