Motley Crew Brand Identity
My Role: Visual/Brand Designer (personal project)
Duration: Feb 2025 - Mar 2025
Client: Motley Crew, dragonboat team
About Motley Crew: Motley Crew is a dragon boat team practicing at False Creek, Vancouver. I have been part of this team for four years, training twice a week and competing in multiple races throughout the season.
Motley Crew is also part of the Dragon Hearts Club, the oldest dragon boat club in Metro Vancouver, and one of several teams under its umbrella.
Challenge
Designed a visual identity that captures the dynamic and fast-paced nature of dragon boat racing while reflecting the diversity and spirit of the team. The goal was to create a bold and energetic design that conveys movement, teamwork, and strength. Additionally, I aimed to incorporate a subtle nod to the rock-inspired roots of the band's namesake, Motley Crüe, without being overly literal.
Goals
1.
Create a Distinctive & Recognizable Look - Develop a unique identity that sets Motley Crew apart from other dragon boat teams while maintaining a professional and competitive edge.
2.
Incorporate Rock-Inspired Elements - Subtly nod to the team’s namesake without being overly literal, integrating design elements that evoke a rebellious yet sophisticated aesthetic.
3.
Foster a Sense of Pride & Motivation - Develop a visual language that energizes the team and inspires both current and future members to embrace the competitive and passionate spirit of dragon boat racing.
Design
A key challenge was integrating the Dragon Hearts Club into the logo while maintaining a unique identity that set Motley Crew apart. I intentionally avoided cliché dragon imagery, instead opting for a modern and stylized approach that reflects the team’s competitive edge and strong community spirit..
