A self-initiated branding project that explores a visual identity for Eileen Gu, one of the most distinctive figures in modern sport. This is an independent concept project. Not affiliated with or commissioned by Eileen Gu or her representatives.
As athlete personal brands become increasingly valuable, a brand mark for one of the most distinctive figures in modern sport would have to be personal and versatile enough to perform across technical sportswear, luxury collaborations, editorial campaigns, and digital media.
Built from the environment in which Eileen Gu competes, the mark functions simultaneously as a monogram and an abstract representation of the halfpipe. This dual reading ties the identity to her discipline while allowing the symbol to communicate across languages and cultures. Its stacked composition also echoes the vertical rhythm of traditional Chinese vertical typesetting.
Early sketches and development of the monogram.
Monogram
Early sketches and development of the wordmark.
Wordmark
This project reinforced the value of reducing an identity to a single conceptual idea. By deriving both the symbol and typography from the geometry of the halfpipe, the system remained cohesive while allowing multiple layers of meaning to emerge through the forms rather than explicit symbolism.