Ident for a high-concept skateboarding event.
The proposition centered on transforming a famous location from Stanley Kubrick’s iconic A Clockwork Orange (1971) — Wandsworth Roundabout in London — into the site for a high-profile skateboarding competition. The concept was intended as a fundraising initiative in support of the NGO Skate Aid, combining sport, culture, and social purpose in a unique way.
Wandsworth Roundabout was selected not only for its visibility but for its distinctive architectural features, which naturally lend themselves to skateboarding.
Its curves, ledges, and urban geometry create an engaging playground for athletes, while also serving as a striking visual backdrop for media coverage. Beyond its physical suitability, the location carries a rich layer of ironic subtext: skateboarding, historically associated with rebellious, alternative youth culture, intersects thematically with Kubrick’s dystopian portrayal of youth in A Clockwork Orange. The film (and the Anthony Burgess novel that inspired it) critiques the trajectory of future youth, exploring themes of violence, social conditioning, and cultural disaffection — all resonating with skateboarding’s outsider ethos.
To visually anchor the concept, I developed a logo for the pitch pack aimed at potential media partners.
Drawing directly from the film’s iconic poster, I adapted its distinctive font and combined it with my own illustration of Alex, the anti-hero, featuring his signature bowler hat and exaggerated, theatrical eyelashes. This design not only reinforced the link to A Clockwork Orange but also framed the skateboarding event as a bold, culturally aware, and visually compelling initiative — merging cinematic nostalgia with contemporary urban sport.
Client: Self-led
input: art direction, concept, design & layout, illustration
Inspiration
