Flat Fighter is a new event featuring a BMX battle inside an Arcade organised by Jason Forde. For this project I was asked to come up with an eye-catching brand identity and digital flyer to promote the event.
The name is directly influenced from a love of Street Fighter 2. The new logo had to be a 'spin' on the original Street Fighter 2 logo. Like a lot of our favourite childhood logos, a retrospective analysis of the old logo revealed some interesting type nuances (and flaws) of this East meets West calligraphic fusion. Inconsistent letters (mismatched 'R','E's & 'T's), a wild mixture of stem widths, terminal ends, and directional strokes. These nuances were analysed, and the traits were balanced with a new more structured approach on the letterforms.
Photographs featuring tricks with dynamic body shapes were chosen as a nod to the martial arts. Cut outs were done, colour correction to enhance a nice new punchy colour scheme. We were pleased with the end result but really keen to try something new.
To try something different, I used this project as my first delve into AI. I used Midjourney to reimagine an AI version of the 2 riders, and it came out with some incredible yet somewhat alarming results.
The AI images were wild, definitely offered something new but had extensive cleanups to prepare for use. Back to front hands, stray bicycle tubes, odd mountain bike parts, random background objects all had to be corrected before putting into use.
Flyer 2 with AI. The pre-AI and post AI design were then imported into After Effects and morphed into each other with the addition of some animated text with some addtional lightning. See animated image at top of the page.