This work was created as a submission for the Gondola Sports Summit swag contest. The brief called for a graphic to be applied to a tote bag distributed at the event.
The approach focused on one idea. Build a strong, recognizable graphic tied to Colorado that holds up in motion and feels worth keeping after the event.
Challenge
Design within contest constraints and real use.
Key factors:
- Single surface, tote bag front
- Must read quickly in motion
- Should represent the event without overbranding
- Needs to stand out in a crowded conference setting
Most swag bags get ignored or discarded. The goal was to create something attendees would continue to use.
Project Scope
- Deliverables: Vector files
- Focus: Place Driven Identity, High Visibility Design
- Tools: Illustrator
- Roles: Designer, Director
Core Idea: License Plate as Identity
The concept uses a Colorado license plate as the foundation.
Why this direction:
- Immediate recognition
- Strong rectangular format that fits the bag
- Built in hierarchy and typography
- Direct connection to location of the event
This creates a clear visual anchor without needing additional explanation.
Core Plate Concept
This is the focused execution.
- Plate as the primary and only graphic
- Angled placement introduces movement
- Minimal supporting detail
Role in the contest:
This version prioritizes simplicity and repeat use. It feels less like event swag and more like an everyday object.
Performance on a tote:
- Clean silhouette stays intact when carried
- Reads clearly from multiple angles
- Works across different bag colors
Environmental Plate Concept
This is the expanded execution.
The license plate remains central, supported by a Colorado scene.
- Denver skyline adds context
- Layered mountains reinforce place
- Bold color blocking increases visibility
Role in the contest:
This version pushes visual impact. It is designed to stand out across a room full of attendees carrying similar bags.
Performance on a tote:
- Large shapes remain readable when the fabric folds
- High contrast holds at distance
- Strong presence in motion
System Approach
Both concepts come from the same foundation.
Shared elements:
- Plate structure
- Typography
- Color base
- Hierarchy
Differences:
- Concept A adds environment and depth
- Concept B removes everything non essential
Outcome
- The submission delivers two directions built from one idea.
- Strong connection to Colorado
- High visibility in a conference environment
- Clear hierarchy and fast readability
- Flexibility depending on selection criteria
- Each concept solves the same problem in a different way.
