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This brand started design-less, with a focus on discovering an ownable name for the project that balanced athleticism and play; empowerment and confidence; girl pride and gender-agnostic appreciation. Opportunity to earn major bonus points if we could subtly sneak in an Eagles reference, while making it feel authentic.
The clients landed on two that they felt had the strength to convey the brand: On2 and FLY:FWD... and we got ideating.
In the end, FLY:FWD won out. And so did a bold, type-driven logo. The identity suite checked the boxes for both clients. Operation Warm loved the "blocky and thick" typestyle, while the Eagles were hooked with our Easter egg "swoops."
During the development process, we created four rounds of logos, both net-new and revisions to favorites. As we progressed, we were able to explore the gamut of what the logo for this brand could be, gaining more and more knowledge and refining client preferences as we went along.
After the finalized logo was sent to be placed on 30,000 bras, it was time to expand the identity and establish an all-encompassing brand, making sure to use Operation Warm's hero color, Orange, and the Philadelphia Eagles' iconic Midnight Green.
While FLY:FWD was founded with a focus on flag football, the brand had to go beyond just that one sport. It was essential that any person needing a sports bra should be represented, no matter the sport. Tennis, gymnastics, softball, swimming, cheerleading, volleyball, golf... the list is endless. And the best way to do that: illustrations.
