Harley WoodcockRecent graduate from the University of Kansas (Rock Chalk!) with a BFA in Graphic design and French minor.




































01 Swerl
Branding




CHALLENGE: Introducing Swerl! A smoothie shop identity centered around three randomly selected words: sleek, rebellious, and West Coast. The overall goal was to build a cohesive and expressive visual system that unites these concepts in a fresh, compelling way.


SOLUTION: The visual identity was inspired by west coast graffiti, combining clean sans-serif type with hand-drawn, expressive letterforms to reflect a rebellious, energetic tone. A limited palette of black, white, and pink brings balance and vibrancy without overwhelming the design. Additionally playful, wellness-focused wordplay reinforces the brand’s bold yet approachable voice.




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