Atlanta Elite Cheer ICE Team Identity

Atlanta Elite is a premier cheerleading gym here in Georgia. I was tasked with creating an identity for new team that fit within there well established brand, we went through several iterations. The first (Ice Cube) was directed by the client, but the quickly saw that to adhere to their own guidelines, the design was required to be much more "fierce." My personal favorite is the 2nd iteration with the ice cracking, but the client chose to simplify and focus on the type, which very seldom an unwise decision!