23UP Motor Club
23UP MOTOR CLUB is an exclusive club for motorsport and automotive enthusiasts, collectors, and hope-to-be-one-day’ers, building community by offering vehicle storage and management, private demos and education, and social events and outings.
Working closely with the founder, Joel Fullerton, we sought to develop a brand that created a nostalgia for cars, without showing them directly. It needed to be simple, timeless and high-end.
Services:
Brand Identity Design
Illustration
Marketing Collateral
Invitation Design
Creative Direction
Agency:
Freelance, Gooneybird Design
The logo and icon
To maintain readability whether right side up or upside down, I used symmetry and negative space to create a bold icon with the number 23. It also speaks to the core mission of the club, which is to build community. The top and bottom “magnets,” which represent the physical space, encase the “bolt” in the middle, which represents the energy that the community brings to that space.
The club invitation
Joel is very intentional and specific about the type of community he is creating. Just because you have an interest in cars and the funds to join, doesn’t mean you’ll get in. Working closely with Joel and Wyatt Moadus of Dreadnought Leather we concepted and created a custom invitation each potential member would receive.
The leather envelope is designed to match the curves in the logo icon and doubles as a car registration holder. The invitation itself is a 2 color and blind letterpress with a custom background texture, designed to mimic tire marks left on the street from racing.
The leathersmith
We worked in close partnership with Wyatt Moadus of Dreadknought Leather Works to bring the leather envelope to life. These were the sketches we created of the concept and he executed.
The illustration style
Vintage. Hand done. Homey. Like a vivid memory. These were the driving ideas behind the illustration concept. They are one color to maintain consistency and recognizability. In our most typical applications, they serve as our only color in marketing materials.
Membership information
This custom gatefold serves as our membership information pamphlet. These are given to potential members before an invitation is extended. I used aspects of the physical building, combined with custom illustration as the design elements in the piece.
Design inspiration
Taking inspiration from the physical design of the building. The wooden slats cover most of the facade of the club, while the tile pictured is on the walls and showers of the bathrooms.
