Good Trouble Makers Brand Identity
A bold, responsive identity for a Los Angeles artist collective centering BIPOC and queer creatives.
Client: Good Trouble Makers
Role: Art Director, Principal Designer
Above: Good Trouble Makers' old logo
About the Project
Good Trouble Makers (GTM) is a pioneering creative collective based in Los Angeles, highlighting BIPOC and queer artists. Emphasizing joy, celebration, and transformative artistry, they use movement and multidisciplinary collaboration to craft unique performances. Their work confronts societal truths through rebellious art, aiming to stir the spirit, activate the body, and challenge the mind. Known for their good-intentioned mischief, Good Trouble Makers blends creativity with activism to create spaces for healing and reflection.
GTM founder Kai Hazelwood reached out to me through the Creatives for Black Lives network. Kai was interested in transforming their brand identity to better capture their love of art and rebellious activism.
Above: Images from our shared moodboard
Approach
During kick-off with GTM, they shared their desire to make the logo feel mischievous and rebellious. They shared their interest in a feline mascot, one that would represent Kai's pet cat, who is affectionately regarded as the collective's familiar.
After our discussion, I asked GTM to collect imagery they were drawn to for the next evolution of the collective. The following week, we met and discussed each piece and what they represented. Vibrant colors, movement, and boldness were frequent themes.
Above: Two concepts were submitted. The concept on the right was chosen by the client for revision
Revisions
Kai & co. were drawn to the second option with thicker letterforms and dripping details. GTM preferred to represent themselves with the cat icon, but wanted to explore other poses and faces. We reviewed different eye shapes, ear positions, and expressions that could be expressed by the figure. Kai shared pictures of her cat for inspiration when shaping the poses.
I used geometric shapes to create the curves of the figure and added a pointed, serpentine tail, at Kai's suggestion, to make it feel more fantastical. A tilted head to imply curiosity and lengthened ears add mischief.
Above: The final logo is responsive and has several versions that allow it to adapt to small sizes.
Above: Favicon application of the Good Trouble Makers GTM monogram
Brand Applications & Graphics
GTM's identity was designed with the future in mind and to embody the collective's unique blend of creativity and activism. Brand patterns for IG stories and web, merch considerations, and promotional directions help guide GTM in building their brand across any medium or platform.
Above: Event poster designs for Good Trouble Makers
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