Hexed Brand

Hexed, the streetwear and skate brand, is defined by a set of core values that reflect its commitment to authenticity, passion, and social consciousness. With an unwavering dedication to individuality and self-expression, Hexed celebrates the unique style and identity of action sports enthusiasts. The brand advocates for positive change within the community and beyond, championing inclusivity and empowerment for all. Bold and fearless in its approach, Hexed inspires individuals to push boundaries and embrace their true selves with confidence.

The purpose of this project was to create branding for Hexed Brand that fits in with the other skate and streetwear brands on the market while maintaining a flair of their own. Fitting in but not blending in was the challenge.

Using shapes and colours that are prominent in the skate industry in a new, unique way was how I set out to conquer this challenge. The Hexed project involved a full-scale branding execution, from concept development to final brand rollout. I began with in-depth research into skate culture and contemporary streetwear trends to ensure the brand resonated authentically with its target audience. The word hexed can almost be read backwards just as well as forwards. So, leaning into that fact, I used a gritty typeface for the wordmark that I could manipulate to leave a gap in the bottom of the d to make it a little bit closer to the h form when flipped backwards. The grit texture is continued throughout the brand to capture that raw and authentic vibe, which Hexed values. The exaggerated x in the word mark is a play on "x marks the spot." In skateboarding and other similar action sports, the spot is where the magic happens. When people find a good spot to ride, they can slap the Hexed sticker somewhere to subtly tell others that "this is the spot."