FAKE (Fly-Ass Kicks Everyday)
This project is proof that award-winning creativity can come in the form of pay-it-forward, pro-bono work and a simple, authentic passion for a seemingly trivial thing. When a group of young footwear enthusiast invited me to be a part of—and help grow—a Facebook group centered around "kicks," of course I was attracted to doing so for my own reasons of footwear passion. They even had a pretty great double-entendre of a name that took a negative in accessories & fashion cultures and made it a positive; "Fly-Ass Kicks Everyday" aka "F.A.K.E." But as footwear and sneakers have become more of a true subculture getting mainstream spotlight, the group became more of a viable entity in the regional landscape, attracting many devotees—young & old—to share the passion. Initially, the young founder of the group, Rod Conyers Jr. asked if I could take a look at their business card used for networking with other groups and sneaker-people, and give some opinion or help. Well, that's not the RDQLUS way, to do so little, so of course there had to be a slightly more developed look and plan. But as these young folks were not my typical business clients, equipped with budgets and business plans, this was going to take some creativity on the front-end to even get started. As most of the crew worked part-time at various footwear retailers in the area, we settled on a meter fee of a new pair of my favorite kicks purchased on one of their discounts. In addition, I did some business tutoring about negotiations, budgets and management. Not a bad deal and the paying-it-forward was a nice feeling.
I kept the design simple and stout, with a beautiful, flowing script. But the real gem was in the very simple and seemingly obvious customization of name by adding "aglets" (the tips of shoe laces) to give the script typeface a tie-in (pun intended) to one of the more crucial elements of footwear—no matter the category or type of shoes.
The result was an award-winning logo, which has since been featured in the latest internationally-published 'Logo Lounge' series (by logolounge.com & Rockport Publishers). Not a bad trade-off for a pair of kicks and a little participation in the local culture.