BABM

BRIEF: Gain deep cultural and visual understanding of a subculture that allows you to clearly define what your subculture believes in. Build an Identity System for that subculture.

SOLUTION: The Bay Area Bike Messengers (BABM) thrive in the dense urban layout and traffic congestion that puts their life at risk all the time. I created a distinct identity to reflect the spirit and attitude of the subculture. I designed the logo, logotype, matchbooks, T-shirts and supporting App to recognize the Messenger subculture.