I am a senior pursuing a BFA in Communication Design with minors in Human-Computer Interaction (HCI) and Art History at Washington University in St. Louis, in the Sam Fox School of Design & Visual Arts.
I’m fascinated by the intersection of research and design. A large part of my process involves diving into rabbit holes and uncovering insights and niches that inform the visual storytelling arc each project takes. I am interested in branding systems, research, typography, and art direction.
When I’m not working in an InDesign file, you can find me taking long walks in the park, obsessing over sunsets, and experimenting with nail art!
For this project, I was tasked with creating a brand identity for an uncoventional sport of my choosing. So, I chose kabaddi, a sport originating in India, that is essentially an extreme game of tag that involves two teams where a raider crosses the boudary line to the other team’s side of the court trying to tag as many people out as she can -- all in one breath while they repeat the word “kabaddi.”
I was particularly interested in exploring how design could translate two elements of the game -- the vocal repetition of the word and the crossing of this boundary. That is where the intersection of the “X” and “I” in AXIS resulted, and I was able to use that shape as a frame in the promotional video. Also, repetition and this motion of reaching became an integral part of the system, as evidence by the squash and stretch of letters, stacking of words, and intersection of colors. Speaking of colors, I was particularly inspired by the bright, bold uniform colors that the competitors wear, creating a saturated color palette. Another important part of the game I wanted to convey was the repetition of the word “kabaddi,” so I edited an audio track to celebrate that tradition of the game.