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Higher Ground
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.
About Higher Ground
The Project
When Higher Ground discovered that their original logo had been plagiarized from a well-known German company, they approached me for a complete rebrand. The timing couldn’t have been better: their new mezzanine merchandise store had just been completed, and they were preparing to expand their offerings. What was once solely a court rental service was evolving into a full-fledged sports and lifestyle brand, including sports clinics, personal training programs, post-workout meals, and merchandise. They needed a logo that reflected this transition—something less like a basketball team emblem and more aligned with a modern, versatile sports and lifestyle identity.
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.
The rebrand was well-received and led to me being hired as Higher Ground's Creative Director. In this role, I focused primarily on developing their design studio and merchandise brand, as well as elevating their 3x3 events. You can explore more of this in the link below.