Brief
Epic Future was born from a vision: to create a bold entertainment brand that could live beyond the stage—on apparel, in culture, and in city streets. Founded by a Haitian-born creative, the brand needed to feel global, yet deeply personal.
Goals:
• Create a brand fit for apparel, jewelry, and media. • Design a bold “EFE” submark for lifestyle use. • Reflect Haitian heritage through color.Challenges:
• Balancing streetwear and luxury in one mark. • Honoring culture without clichés. • Keeping city visuals distinct but unified.Solutions:
• Built a dual-logo system: Epic Future + EFE. • Used a modernized Haitian color palette. • Designed landmark-based EFE visuals per city. • Delivered a flexible, cross-market brand system.
Moodboard
A visual foundation capturing the brand’s essence—bold, modern, and culturally rooted. — The moodboard was crafted to evoke a sense of movement and cultural pride, setting the tone for a brand that feels both contemporary and deeply connected to its roots.
User Persona
A detailed profile of the brand’s target audience, capturing their lifestyle, values, and cultural connections. — Brianna’s values pushed the brand to reflect more than visual style. It needed to carry purpose, inclusion, and a bold point of view. Her perspective influenced everything from logo adaptability to messaging tone, aligning the brand with a generation seeking meaning in self-expression.
User Persona
A detailed persona capturing a trend-forward creative who values authenticity, cultural relevance, and local pride. -- Designing for Malik ensured the brand communicated with culturally fluent streetwear consumers who seek meaning in every design choice. His lens helped shape Epic Future into a movement, not just merchandise, rooted in identity, heritage, and credibility.
Logo Variant (Full)
Clean black and white versions of the Epic Future logo showcasing its versatility across digital and physical formats. — By starting with a stripped-down version, we ensured the logo’s core identity could stand alone without color or effects, furthermore, proving its dominance, precision, and scalability in any environment.
Logo Variant (City-Collab)
Masked logo variants featuring iconic city landmarks to localize the Epic Future brand in key cultural hubs. — Localizing the brand with city-inspired masks bridges cultural relevance with visual storytelling, allowing Epic Future to resonate authentically with diverse audiences while maintaining a cohesive identity system.
Logo Variant (Acronym)
A dynamic EFE emblem using masked letterforms from each city variant and colored with the Haitian flag to honor heritage. — The choice to unify the acronym using masked fragments from different city variants and the Haitian flag was a deliberate cultural nod to celebrate heritage while remembering to reinforce community, pride, and movement across borders.
Brand Application
Branded t-shirt mockups displaying the Epic Future and EFE logos in fashion-forward streetwear contexts. — Streetwear served as the ideal medium to validate the logo’s visual weight and flexibility, which serves the purpose to transform design into a lifestyle while also testing how well the identity holds up in real-world, trend-driven spaces.
Brand Application
Video preview of a model wearing an EFE-marked hoodie, highlighting logo impact in motion and lifestyle branding. — The video format was strategically used to demonstrate motion adaptability and emotional resonance, allowing the brand to be experienced as more than a static mark, but one that lives and breathes through everyday expression.