Catapult

This brand identity system was created for both digital and physical items. Every element was designed around the concept of "launching something people want," and rooted in motion.

SCOPE

Brand Design

TOOLS

My Approach

1. Created a brand noun list: every object, idea, or metaphor that felt close to the hackathon ethos.

2. Explored rough sketches based on that list, focusing on vibe before polish.

3. Shared a final mark in grayscale (no color, no noise) to validate structure and logic.

4. Built out a full system with mark, color, and type once the core mark passed the test.

Explorations

The initial brand noun list had words like launch, founder, hackathon, laptop, rocket, active, hacking, mouse, trackpad, phone, building, late night. Everything fell together when the name Catapult was finalized as the hackathon name. Since I had a 24 hour turnaround time, I was limited in number of explorations I could do.

Version 1

Outcome

I deployed Version 1 of the Catapult branding out of need for speed from the organization. After the inaugural hackathon, I was given more time to work on Version 2. The final version was refined to pay more homage to participants and become even more iconic among the Purdue entrepreneurial community.

COLLEAGUES

Connor Johnson, Lead
Jack Blair, Lead
Sameeha Afrulbasha, Lead
Leo Deng, Lead

Timeline

2 Years

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