Baseline

Baseline concussion testing establishes a personal record of an individual's physical and cognitive function before any injury occurs, a critical reference point for accurate diagnosis and safer return-to-play decisions. The 20-minute assessment covers the key systems most vulnerable to concussion: vision, balance, cognition, and memory.
My role on this project was to create the event identity from the ground up, then roll it out across digital, print, and merchandise touchpoints.
For the concept, I looked to the raw energy of music gig flyposters, a natural fit for the baseline theme, and a visual language that speaks directly to the target audience of 14–25 year old males.
The final identity was refined to a disciplined three-colour palette of black, white, and blue, striking enough to command attention but still uncomplicated. It was applied cohesively across staff uniform, pull-up banners, advertising, and poster campaigns.