Higher Ground is a sports & lifestyle facility in Diliman, Quezon City. The three-story building houses a full-sized taraflex basketball court, an in-house restobar, and a merch store for their startup athleisure brand.

The logo resembles a lowercase h and an uppercase G. It also features an upward arrow, with a slight tilt to indicate motion and movement. This logo fits the overall objectives for the logo which were: motion, inclusivity, and flexibility.

The tilt and angle suggests upward movement and elevation, with the sharp corner of the upward arrow providing a bit of edge to offset the friendlier, rounded contours of the 2 main shapes. The logo was also designed in such a way that it wasn’t a direct nod to basketball, with elements you can take apart and plug into the brand’s design system.

Higher Ground has an in-house photographer who captures their games. To boost engagement, geometric shapes were intentionally designed to complement member photos, allowing them to be seamlessly featured in future posts.

As a nod to the brand's basketball roots, I selected a color palette that is well known in the sport, thanks in large part to the success of the Michael Jordan era's Chicago Bulls.

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Check out my other project for Higher Ground: merch design, packaging, and social media content for their clothing brand, Higher Ground Design Studio. If you have a lifestyle and fitness brand in need of a rebrand, hit me up!