Will Pickering Studio

is a collaborative creative studio specialising in design, branding, and motion projects.

 Design    Motion    About

Client ︎ Underground Fan Club
Location ︎ London

Underground Fan Club (UGFC) offers game changing live event experiences for sports fans. UGFC wanted to move forward from their existing identity (that of a large condensed "U") as the brand name was illegible when used at smaller formats. The ‘U’ was bold as a brand mark so we decided to go for an evolution of the logo rather than a revolution. The goal was to create an adjustable design system based on the ‘U’ shape. With consideration the ‘U’ became a flexible brand device to highlight, house and mask: photography, video and typography in order to create a striking visual language for the Underground Fan Club brand.

© Will Pickering 2024