Basic Bitch is a conceptual project that I created to explore new concepts and to showcase the range of work the Urban Mast Design creates.

I started this project as I would with any client; diving deep into strategy. Defining the mission, goals, target audience, competition, brand voice and visual direction before beginning any design is something we here at Urban Mast believe is paramount. This project was no exception.

The branding that resulted is pretty damn great, if I do say so myself ;) She is a little cheeky, a little irreverent, and a lot of fun. After defining the the target audience, we determined that this is the vibe those people will gravitate towards. The buildout of the brand reflected this as well; not only is the logo ironically basic, but each mark uses fun puns and marks to appeal to the young professionals of trendy Chicago.

Scroll down to see all that we’ve created! Enjoy!