HIGHLIGHT
Branding and apparel for an amateur basketball team
- The Subject: Highlight, an amateur basketball team based in Apgujeong, one of Seoul's most accessible and prominent districts.
- The Community: A diverse roster uniting former Korean pros, current D1 collegiate players, students, and working professionals.
- The Objective: Establish a cohesive brand identity, define the team colors, and build commercial visibility through strategic social media growth.
Branding
During the initial branding phase, I focused on the literal meaning of “highlight.” I explored sharp edges and metallic textures inspired by tribal art and cyber-sigilism. However, through various design iterations, I realized this direction felt disconnected from the team’s core identity—an amateur basketball club rooted in Seoul’s most vibrant district.
"Then I switched my focus to Apgujeong Rodeo Street, whose neon signs and iconic chandelier-style streetlights give it a luxurious vibe, much like California’s Beverly Hills at night. This neon aesthetic beautifully aligns with the visuals of everyday highlighter markers (like Sharpie or Staedtler). Moving forward with this “neon” concept, I shifted my logo work toward simpler, cleaner geometric shapes. I established a bold, high-contrast palette featuring Vibrant Purple (#7942FF) and Neon Green (#78FF00) as the official team colors.
Merchandising
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