YEAH GOOD – Creating a bold brand identity that champions self-expression

Image isn’t everything, but it is Laura Simons’ thing. 93ft was tasked with executing a confident brand identity that enabled YEAH GOOD to make an ambitious statement of intent.

"The concept for YEAH GOOD came out of a self-imposed year of 'reflection and recalibration'. Sports is a part of my DNA, and although I've spent my career in fashion, my story started on a tennis court. It was really a lightbulb moment from my husband in the spring of 2023; we were watching Full Swing on Netflix and there was this Athlete < > Brand interaction that was so uncomfortable. My jaw was on the floor as I stared transfixed at the tv, my husband Ash (who also works in sport) looked at me and said 'You can do this. What they're missing is you in the room'. It became so obvious from that point, that it was something I had to do. Had to build. Had to create.” 

The brand needed confidence, assurance, and had to fully represent Laura as an extension of her personality. As a personal image guardian, Laura unlocks the power of unique personal style, providing tools for her clients to express themselves with clarity, confidence and authenticity.

93ft looked to develop an identity and website for YEAH GOOD that embodied its own ethos, but didn't overshadow the clients it aimed to empower:

“Approachable and casual. That it's not about me, it's about them. The brand needed to be bold, to command attention, to take up space in the room but not shout for the spotlight.”

“93ft helped me realise the importance of shaping the concept into a brand, not just creating a logo”

With a background in fashion, the studio’s initial visual exploration with Laura for YEAH GOOD trended towards bold, stylish and considered design, with a touch of nostalgia and retro, personable quirk. In a nutshell; simplicity executed well.

It was clear that Laura had a distinct vision for the look and feel of YEAH GOOD:

“Because the brand isn't selling a product per se, it had to be so 'of' me. I pulled 80's/90's sports references, paired back editorials that were heavy on dressed-down denim, vintage cars and magazine typography.” 

93ft steered the visual direction of the brand towards creating a confident and bold statement. A brand system based on flexibility to allow bold contrast in scale, asymmetry and texture, with a focus on editorial-inspired formats for adaptable and dynamic brand applications.

Headed by a high-contrast, condensed serif wordmark that mirrors vintage editorial mastheads of 90s fashion publications, a scalable logo suite was created to allow maximum brand recognition across any platform and context. 

The custom, YEAH GOOD signature is taken from Laura's own handwriting and represents the verbal sign-off on a client fit. An affirmation of her own self-expression and her clients, the signature led to the concept of the supporting brand texture assets. 

Inspired by Laura’s signature and based on the concept of mark-ups on editorial drafts, the additional brand textures were drawn by Laura herself and translated digitally into an asset library. The scribbles and doodles provide visual means to communicate the concept of self-expression being a continual “work in progress”. There is no one, linear path to discovering your own voice and there are always opportunities to better, to improve and to grow.

With a focused aesthetic and an identity that represented both herself and YEAH GOOD, Laura quickly saw the benefit of a cohesive identity, and not just a collection of assets:

“The ingredients for YEAH GOOD were there but I didn't know how to cook it up. 93ft helped me realise the importance of shaping the concept into a brand, not just creating a logo. The importance of laying the foundations for something that could grow with the ambitions of the business.”

A brand identity created with a clear vision for future collaboration

Much like a modern athlete’s image extending beyond the sporting stage, a brand has potential to reach far beyond the first initial deliverables. Laura knew the potential of YEAH GOOD from the outset, and it was 93ft’s job to create the visuals to cement that vision. At 93ft, every project and concept is developed with future collaboration in mind. As a full-service agency, the ability to see how a brand extends into future possibilities is what we pride ourselves on. 

A project's potential doesn’t stop when the assets are supplied, it’s only the beginning of a continual process of growth and development: 

“I knew I needed a collaborator who would listen and take notes but also push me to question myself and take leaps. With 93ft's expertise ranging across printed and digital media, product, web and store design I'm confident that we've created a brand that can be taken across all those mediums when the time is right.”

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