For this project, I was tasked with creating an identity for a new sports franchise in Hawaii – a design system with a serious and intimidating tone, rather than focusing on the tourist aspects of the island. The identity is built from sharp angular cuts and geometric structure that emphasize precision and aggression. There are two versions of the identity, a default color palette (Core Look) and an alternate version for special events (Thermal Look). The textures and patterns support the Hammerheads' identity as a territorial figure defending the shores of the island rather than an aggressive monster.