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CCS Rebrand

Branding
Motion
Packaging

A full identity system developed for the skating brand CCS (California Cheap Skates). The design aims to revitalize a brand that has recently come back from bankrupcy by reinvigorating the connection to true skate culture and the aesthetics of the original catalogs, as well as reconnect the brand to the skating community. The rebrand focuses on the original popularity of the brand and seeks to elevate the brand presence the way many of the original skate brands that CCS initially featured have elevated to a designer level status, while keeping the original feeling, aesthetics and connection to the culture at the forefront.

Identity System

The logo is created from a modular typeface system I developed that is inspired both by the shapes of skateboard wheels and decks, and expands upon the use of the stencil typeface in their original identity. The color system is a refined selection of vibrant colors drawn from the color schemes of their initial catalogs.

Desktop Prototype

I designed and created the prototype for the new desktop layout, which divides the site into shopping sections organized by collections and editorial sections to promote their content more effectively.

In the shopping section, the catalog articles corresponding to a particular item or clothing collection are promoted at the bottom of the page. Correspondingly, the catalog articles promoting or testing specific clothing items/skate gear also promote the products featured in the article at the bottom of the page.

Mobile Layout

I translated the layout of the desktop web design to a vertical format to cohesively match the aesthetic and function between the two formats.

Instagram Posts

I created these layouts for instagram posts revealing the new identity, promoting the skate team newest member and promoting events and online giveaways/raffles.

Posters

I created a set of posters that promote their brick and mortar stores as well as opening ceremony events to reconnect with the skate community and finally address the lack of a physical store that was creating a disconnect amongst consumers in the past.

Instagram Stories

I designed these stories to further promote the brand giveaways/raffles as well as featured collections and content from the skate team.

Packaging

I continued the application of this new identity system to the packaging for the CCS Blue Steel bearings, with a packaging form that more elegantly reveals the product and identity system, elevating the perception of quality of the in-house product and brand.

Catalog

I designed the new catalog layout to emulate the style of a designer brand lookbook/collection book. This catalog focuses on the Spring 24’ Huf collection featured on CCS.

Identity Development

To develop this identity system I went through rounds of logo and graphic development, as well as brand and market research to settle on the system I created.