2023
Underrated - Athletic Brand Identity & Visual System
Brand Identity
Youth Sports
Know More
Created brand identity for Stephen Curry's "Underrated" platform supporting overlooked high school athletes.
Brand Identity Development
Developed three-star logo system rooted in Curry's own underestimated journey from three-star recruit to NBA champion. Designed comprehensive guidelines including typography (monk/Roboto Bold), monochromatic color system with strategic orange accent, and specialized logo variations for cultural heritage months. Brand embodies grit, determination, and defying expectations.
Vision
To create a platform to showcase and support high school athletes whose potential is far from being realized.
Mission To provide visibility and opportunity to young athletes who have something to prove and are determined to leave their mark.
Problem
The origin of Underrated stems from what “they” once said about Stephen Curry. Today, Stephen Curry has left an indelible mark on the game and the culture of sports.
Problem
Underrated Logo Meaning Three Stars. That’s what they saw. But they missed something along the way. They missed what’s inside you. A knowledge that your talent is far greater than they realize. A confidence that you’re better than the so-called experts want to give you credit for. A drive to prove them all wrong. You know something they don’t. You will exceed their expectations of you. You have the talent. You have the will. You have something they have yet to see.
Brand Mindset Meaning The three-star mentality is the fabric to Underrated. It is the visual translation of the mindset. Equity, Access and Opportunity (our EAO) is our ethos. It is the WHY behind the mission of Underrated. It is the soul of the entire Stephen Curry’s ecosystem and the anchoring philosophy behind everything we do.
Brand Mantra Underrated is our call to arms for those who have been written off and undervalued. It is the rallying cry for the underestimated and those who go unrecognized. It is the driving force that goes far beyond ratings, stats and stars. It defies and whispers, “you may have missed something.” It is that thing that makes them believe.
Solution
Underrated represents the next generation of athletes who possess high character and the will to defy all expectations.
Concept
More Works
(RE® — 02)
©2025
2023
Underrated - Athletic Brand Identity & Visual System
Brand Identity
Youth Sports
Know More
Created brand identity for Stephen Curry's "Underrated" platform supporting overlooked high school athletes.
Brand Identity Development
Developed three-star logo system rooted in Curry's own underestimated journey from three-star recruit to NBA champion. Designed comprehensive guidelines including typography (monk/Roboto Bold), monochromatic color system with strategic orange accent, and specialized logo variations for cultural heritage months. Brand embodies grit, determination, and defying expectations.
Vision
To create a platform to showcase and support high school athletes whose potential is far from being realized.
Mission To provide visibility and opportunity to young athletes who have something to prove and are determined to leave their mark.
Problem
The origin of Underrated stems from what “they” once said about Stephen Curry. Today, Stephen Curry has left an indelible mark on the game and the culture of sports.
Problem
Underrated Logo Meaning Three Stars. That’s what they saw. But they missed something along the way. They missed what’s inside you. A knowledge that your talent is far greater than they realize. A confidence that you’re better than the so-called experts want to give you credit for. A drive to prove them all wrong. You know something they don’t. You will exceed their expectations of you. You have the talent. You have the will. You have something they have yet to see.
Brand Mindset Meaning The three-star mentality is the fabric to Underrated. It is the visual translation of the mindset. Equity, Access and Opportunity (our EAO) is our ethos. It is the WHY behind the mission of Underrated. It is the soul of the entire Stephen Curry’s ecosystem and the anchoring philosophy behind everything we do.
Brand Mantra Underrated is our call to arms for those who have been written off and undervalued. It is the rallying cry for the underestimated and those who go unrecognized. It is the driving force that goes far beyond ratings, stats and stars. It defies and whispers, “you may have missed something.” It is that thing that makes them believe.
Solution
Underrated represents the next generation of athletes who possess high character and the will to defy all expectations.
Concept
More Works
(RE® — 02)
©2025
2023
Underrated - Athletic Brand Identity & Visual System
Brand Identity
Youth Sports
Know More
Created brand identity for Stephen Curry's "Underrated" platform supporting overlooked high school athletes.
Brand Identity Development
Developed three-star logo system rooted in Curry's own underestimated journey from three-star recruit to NBA champion. Designed comprehensive guidelines including typography (monk/Roboto Bold), monochromatic color system with strategic orange accent, and specialized logo variations for cultural heritage months. Brand embodies grit, determination, and defying expectations.
Vision
To create a platform to showcase and support high school athletes whose potential is far from being realized.
Mission To provide visibility and opportunity to young athletes who have something to prove and are determined to leave their mark.
Problem
The origin of Underrated stems from what “they” once said about Stephen Curry. Today, Stephen Curry has left an indelible mark on the game and the culture of sports.
Problem
Underrated Logo Meaning Three Stars. That’s what they saw. But they missed something along the way. They missed what’s inside you. A knowledge that your talent is far greater than they realize. A confidence that you’re better than the so-called experts want to give you credit for. A drive to prove them all wrong. You know something they don’t. You will exceed their expectations of you. You have the talent. You have the will. You have something they have yet to see.
Brand Mindset Meaning The three-star mentality is the fabric to Underrated. It is the visual translation of the mindset. Equity, Access and Opportunity (our EAO) is our ethos. It is the WHY behind the mission of Underrated. It is the soul of the entire Stephen Curry’s ecosystem and the anchoring philosophy behind everything we do.
Brand Mantra Underrated is our call to arms for those who have been written off and undervalued. It is the rallying cry for the underestimated and those who go unrecognized. It is the driving force that goes far beyond ratings, stats and stars. It defies and whispers, “you may have missed something.” It is that thing that makes them believe.
Solution
Underrated represents the next generation of athletes who possess high character and the will to defy all expectations.
Concept
More Works
©2025