The Brief

Pole Sins wanted to evolve their visual identity into something that felt: Cool-girl, but elevated | Bold and confident without being flashy | “Baddie” energy with class and sophistication. The challenge was finding the balance between strength and elegance, creating something refined, modern, and high-end, without losing the brand’s unapologetic edge.

Idea Generation and Early Direction 

To ground the creative process, I began with broad word associations, exploring how the brand could feel before deciding how it should look. Themes that consistently surfaced were: Unapologetic · Effortless · Rebellious · Empowered · Magnetic · Refined. From these explorations, two distinct creative directions emerged.

CONCEPT ONE 

Brand Idea: Embracing New Forms - Emotive values: Unapologetic, Effortless, Rebellious - This direction focused on balance, controlled experimentation, elegance with edge, and subtle confidence.

CONCEPT TWO 

Brand Idea: New Age Baddie - Emotive values: Brat, Allure, Empowerment - This concept leaned further into attitude and disruption, pushing the boundaries of legibility and form.

  
This concept explored distortion as a visual language.
The design was created using a warped and blurred version of Arial, a deliberate nod to the album artwork of Charli XCX’s Brat. The goal was to capture that raw, bold energy while still maintaining legibility.

The melted effect was designed to intrigue and disrupt expectation, symbolising empowerment through unconventional forms. A focal point at the dot of the “i” and the foot of the “l” subtly referenced a pole at the centre of the design, adding a layer of symbolism without being overt.

“Beautifully unconventional, distortion within the bounds of legibility.”

This concept extended into a broader typographic system using Arial and PT Mono, creating simple layouts displayed in unexpected ways. While visually striking, this direction ultimately pushed further into experimental territory than what the final brand needed.

The final brand refresh took a more refined approach while still preserving confidence and femininity.
This was achieved through iterating on the original logo and tweaking stroke weight, creating consistent horizontal stress and restrained contrast.



The colour palette was softened and elevated: A bold hot pink remains the hero colour | A secondary grey was introduced to add maturity and balance. Typography was refined to two complementary typefaces — Fahkwang and Poppins — creating a clean, confident system that feels empowered without being aggressive.

The result is a brand that feels strong, feminine, modern, and intentional. Aligning more closely with the client’s long-term vision.