PROJECT OVERVIEW
The mission? To build an elite sports club brand in Dehradun that's as distinctive as it is dynamic!
We're talking about creating a community where sports enthusiasts and philanthropists unite.
We'll craft a unique visual identity—think logo, color palette, typography, and marketing materials that truly resonates and screams excellence, camaraderie, and active living.
By highlighting the club's dedication to healthy lifestyles and a vibrant sports culture, we’re not just creating a brand; we’re positioning this club as the go-to destination for enthusiasts and pros alike.
MISSION
To provide an exclusive platform for enthusiasts of golf, horse racing, polo, and lawn tennis to indulge in their passions through exceptional sporting experiences and philanthropic initiatives and inspire individuals to embrace an active lifestyle and contribute to the well-being of the local community.
PURPOSE
To cultivate a community of elite enthusiasts who embrace the spirit of sportsmanship and philanthropy while fostering a culture of outdoor recreation in the serene hills of Dehradun
VISION
To become a beacon of sporting excellence by promoting outdoor activities and embracing the unique heritage of the region that epitomizes exclusivity, confidence, and philanthropy, attracting individuals from around the globe.
Sports enthusiasts from upper middle class and elite class
TARGET AUDIENCE
BRAND STRATEGY
POSITIONING
VALUES
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Exclusive : By setting high standards in its quality and positioning itself as a premium brand.
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Pride: By taking pride in cultural and historical significance of Indian sports.
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Belonging : By ensuring philanthropic efforts are inclusive and accessible to all individuals and groups
PROMISE
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Inclusive oppurtunities: To provide inclusive opportunities for participation, ensuring accessiblity to all individuals who share passion for sports, regardless of background or ability.
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Excellence in services and products: By providing quality services and products to everyone.
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Community Engagement: Engaging members in meaningful opportunities to give back to the community.
PRODUCT
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Premium : We always provide high quality products and services according to user’s needs.
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Confident: To feel motivated to achieve their goals instilling a sense of self assurance.
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Approachable: To foster accesibility and a sense of community .
STYLE
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Exclusive
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Luxurious
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Minimal
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Indigineous
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Sleek
TONE
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Sopistication & Warmth: As India’s one of the most premium sport club, the brand displays credibility through confidence but also shows a sense of comfort.
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Engaging: Expressing gratitude and appreciation with captivating visuals that capture their attention.
PERSONALITY
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The Hero- Bravery, Inspiration, Growth
The Hero has a strong sense of right and wrong, looks to make a difference and seeks to overcome injustices and problems. They have a core desire for mastery and inspire others to push themselves. Hero brands portray success through hard work and effort and meet challenges head-on. They are proud that their work sets them apart and see their work as important and empowering.
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The Magician- Transformational, Charisma, Insightful
The Magician brand archetype is a visionary that wants to dazzle their audience with new and exciting experiences and make dreams come true. They like to take their followers on a mystical journey and provide them with magical moments that stick in their memory. Magicians savour knowledge but prefer to use it to realise their vision than share it directly with the world.
MOODBOARD
Sopistication
Warmth
Engaging
Taking the rich heritage of Uttarakhand
The idea behind creating identity
The Himalayan Ibex, a resilient and agile species native to the rugged terrains of the Himalayas, forms the inspiration for The Dominion.
Much like the people of this sports club, the Ibex symbolizes strength, balance, and unwavering determination. Dehradun, nestled in the Himalayan foothills, shares a natural connection with this powerful animal. Choosing the Ibex was a conscious decision to ground the brand in its geographical identity, while reflecting the spirit of dominance, elevation, and fearless pursuit that defines true sportsmanship.
IDENTITY DESIGN
EXPLORATIONS
FINAL LOGO FORM
WORDMARK EXPLORATIONS
FINAL VISUAL IDENTITY
BRAND LOGO
WORDMARK
The idea behind the logo
TYPOGRAPHY
COLOUR PALETTE
GRAPHICS
The logo symbolizes sleek and minimal form of Ibex. The final logomark gives a sense of confidence and pride and motivates individuals to embrace the outdoor culture.
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The Dominion signifies power, control, and mastery — the very essence of competitive sport. Rooted in strength and strategy, “Dominion” evokes a sense of territory — a space where members train to command presence.
The Seasons
Vollkorn
Work Sans
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THOUGHT CAPSULE
"I kept coming back to that feeling — of strength, stillness, and quiet dominance — and somehow, the Himalayan Ibex just made sense. It wasn’t just about picking an animal; it was about picking a spirit. Designing the identity was my way of grounding a brand in its land. I didn’t want it to just look sporty; I wanted it to feel resilient. The identity resonates when it’s personal and local and when it carries meaning beyond the brief. Looking back, this project reminded me that the strongest identities don’t shout — they hold their ground."