Theory were looking to refresh the brand with a new identity incorporating an eye icon to reflect the brands subversive attitude and underground roots.

We developed a suite of wordmarks with a simple eye icon that allow for flexible usage across a broad range of applications, from skate decks and tee-shirts, to digital marketing and retail packaging.

Assorted identities, lettering and brand lockups 2009 - 2012.

Assorted apparel designs for Australian
skate label's winter 2012 collection.