Mod Bird Design

Belk: The Road South

SCAD teamed up with Belk for a rebrand of their Road South Campaign. The goal was to create a new logo mark and redesign many of the elements that would travel with the Belk team as they moved from event to event throughout the year. By mid-term we had all created logo marks that we thought best fit creative director Katrina’s creative brief. As per her feedback from our logo marks we combined the typeface, container, and the road from previous concepts to create this new identity. Ultimately we decided that a one-color solution was the most clear and legible, and that keeping with the Belk blues for the identity would open up possibilities for using complimentary colors in our design elements.  Over all, we produced work that was used in the 2016 campaign and working with a client like Belk was such a fabulous experience.