My boyfriend Jonas, known among his eight Strava followers for doing a maximum of 2k per run, wanted to start a sports club together with his long-time friend and neighbor Tove. As a true patriot to the island in Stockholm where we live, he named it Lilla Essingen Sports Club, and asked me to help put together a visual identity for it. 

I wanted the identity to feel friendly, locally rooted and a bit scrappy. Inspired by the shape of the island, the logo forms an abstract smiley with our street, apartment as well as Tove’s apartment marked out. The color scheme also takes cues from the island, like the warm yellow of the sun and the plastered buildings, and the blues of water surrounding it. By breaking typography rules, like stretching and condensing fonts, and leaning into the results of poor paper quality and bad printing, we created a dynamic and gritty type world. Together with a raw and grainy photography, (both shot analog and created with generative AI) we ended up in a world that felt playful, fun with just the right lack of polish. 

My role

• Branding & design
• Art direction
• AI image generation
• Photography