On a mission to connect streetball cultures from around the world, Jordan Brand is translating Quai54 into a virtual event experience. Creating a global community around a mutual passion for the game.
To bring alive the event design style in digital space, we wanted to focus on the elements of the logo itself; the squares, the lines and the minimal color palette of black, white and red. This makes the logo and the website as a connected family throughout the event.
The straight and brutal look of the QUAI54 logo was analyzed and converted into a grid design system that we use as a layout and starting point for the different pages.
The lines will bring back in the traditional african references to create a balance between craft and brutalism.