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sTRATEGY | BRAND | DIGITAL | ENVIROMENTAL
GO is a new Collegiately Licensed merchandise brand with over 30,000 products sold. At the heart of the GO brand is a passion for creating experiences rivaled only by the roar of the crowd. The brand seeks to shake up tradition, evolve the norm, and cultivate life-changing experiences. GO products are designed to do the same through the experience of creative everyday gear.
GO wanted a brand identity that would encompass its various product lines plus a cohesive digital platform for marketing and sales. With products that span different categories, GO was interested in a brand experience that works fluidly with the dynamic nature of the products and their applications.
We started our process by engaging with consumers and stakeholders to identify the basic ideas behind the GO brand. Through various research methods that enabled us to best understand the market, we determined a clear creative direction for GO’s brand experience. We then translated the research into key design principles that are implemented throughout the GO brand.
To cover the wide range of products in the GO brand, the primary mark expands to create the identities of the GO products. The main mark is a ‘g’ monogram that rotates to form the word ‘GO’ becoming a part of the product identification system.
The primary GO mark appears on various collateral including tags, packaging, as well as branding and sales materials.