Dinky brand identity

Branding and art direction for an American apparel company creating casual clothing for women who play pickleball. Modern but grounded in a sense of nostalgia, the identity system flexes between elevated restraint and lighthearted playfulness, complemented by primary-color circle patterns that evoke movements of the ball. Custom-drawn wordmark references the pickleball paddle and echoes the brand typeface, MD Nichrome by Mass-Driver, a geometric sans serif with visual ties to the American culture of the seventies and eighties.