C R E A T I V E C H A L L E N G E
The Whole Design Shebang
MotherGorilla is a guerrilla projection team that collaborates with major global brands. They approached me with a bold challenge: design a logo and build a website that would capture their unconventional spirit. The brief was deliberately open ended aside from one clear request: the identity had to feature a gorilla.
With little creative constraint, I looked to their work for direction. Much of it involves large-scale projection mapping, casting imagery onto buildings and structures at night. I started exploring the visual language of projection keys: grids, gradients, retro overlays reminiscent of VHS tapes and early digital graphics. That mix of utility and nostalgia felt like the right visual thread to follow.
C R E A T I V E E X P A N D E D
The First Hurdle
Ensuring the identity worked in low light settings. Since their content often appears on dark surfaces or at night, the logo needed to be clear and legible whether placed on black, white, or anything in between. That challenge helped shape the visual direction, every choice in colour, form, and contrast was made to enhance flexibility and visibility.
Four distinct directions, each capturing a different side of the brand.
Stamp: A bold, minimal gorilla head with a projection-style gradient. Clean, strong, highly adaptable.
Tribe: Two abstract, hand-drawn gorillas,one large, one small, hinting at projection scaling.
Smiles: A playful, geometric face lit by a spotlight-style gradient, softened with hand-drawn typography.
Spectrum: A stylised gorilla using a vibrant colour mesh wheel punchy, unconventional, and full of energy.
C R E A T I V E D E F I N E D
From Bland to Brand
The team connected with it right away. It was everything they were looking for: distinctive, characterful, a bit offbeat, but still sharp and easily recognisable. Once the decision was made my next step was refining the final logo across stacked and inverted formats to ensure usability across platforms and formats. Using a slanted font to tie in the movement or projection with a secondary 'Gorilla' to sit supporting the typography.
We landed on a minimal, high-contrast palette of soft white and dark grey, neutral enough to sit on any background, but with the perfect colour pop.
The final identity is bold, adaptable, and a little wild—just like the team behind it.
O N L I N E P R E S E N C E
Worthy Of A Click
Next, I moved on to the website. I focused on creating a clean, clear structure using light and dark backgrounds to make the vibrant logo really pop. I made the most of the team’s stunning visuals by incorporating video and large imagery throughout, while keeping the layout simple and easy to navigate.
My main goal was to highlight Mother Gorilla’s past work and immediately build credibility by showcasing the well-known brands they’ve partnered with—placing this content high on the page so users didn’t have to scroll for validation. I designed the tiled "Our Work" section for quick access to projects, and added a fun, personality-driven "About Us" page to tie everything together with the brand’s identity.
