Objective
The goal of this project was to create a creature mark based on an animal and develop it into a brand identity. I chose the sailfish because of its unique shape, large dorsal fin, and connection to the ocean. I developed the mark into Bluewater Outfitters, a fictional outdoor and fishing brand, to show how the creature mark could work as part of a larger identity.
Sketching & Concepts
The first step was sketching different ideas based on the shape and characteristics of a sailfish. I focused on simplifying the fish into basic shapes while still keeping its most recognizable features. These sketches helped me figure out how the sailfish could be represented as a simple and recognizable mark.
Digital Iterations
After developing the sketches, I moved into Illustrator to begin building the mark digitally. I experimented with different shapes, proportions, and arrangements to simplify the sailfish while keeping its overall silhouette recognizable. The digital iterations helped refine the mark and establish a stronger visual identity.
Final Mark
The final mark uses simplified geometric shapes to create an overhead view of a sailfish. The large dorsal fin and streamlined body make the animal recognizable while keeping the mark simple enough to work at different sizes and applications.
Bluewater Outfitters
To show how the creature mark could work in a real branding situation, I developed it into a fictional outdoor and fishing company called Bluewater Outfitters. The brand focuses on the feeling of being out on the water and the adventurous side of fishing and outdoor recreation.
Application
The mark was applied to different branding materials and mockups to demonstrate how the identity could work in real-world situations. These applications show how the sailfish can function as more than just a creature mark and become a recognizable part of the Bluewater Outfitters brand.
