Challenge
Matthew McLemore was tasked with creating a brand from the ground up: an identity and social network that would establish a credible action-sports editorial platform and community for action-sports fans. The brief required a cohesive system that combined daily editorial content, real-time event coverage, and social features to engage a passionate, media-savvy audience.
Process
Matthew developed the full identity treatment—logo, color palette, typography, brand voice, and a flexible visual system tuned for both editorial and social contexts. He designed a content-first social network and editorial workflow that supported daily “billboard” assets: animated hero pieces with clear, compelling calls-to-action tied to each featured story. To ensure authentic coverage and community credibility, he traveled to major events (Dew Tour, X Games and other action-sports competitions) with writers and photographers, producing on-the-ground graphics, motion assets, and layout systems for fast publishing. He also created templates and component libraries for repeatable, high-quality production across platforms, optimized for responsive display and social sharing.
Results
The outcome was a fully realized brand and content ecosystem that delivered daily animated billboards and rapid event coverage, positioning the platform as a credible editorial voice within the action-sports community. The brand’s visual system and production templates enabled consistent, high-impact storytelling at scale, while the social network and editorial cadence fostered active fan engagement. Matthew’s on-site event work and design leadership helped establish the platform’s authenticity and visibility among action-sports audiences and industry stakeholders.
