FEAR GEAR - BRANDING BLOG
The design studio at Star Cadet embarked on a journey to create a unique identity for Fear Gear, a merchandise company for the creators of Discovery’s Destination Fear, now known...
The design studio at Star Cadet embarked on a journey to create a unique identity for Fear Gear, a merchandise company for the creators of Discovery’s Destination Fear, now known as Project Fear, by way of YouTube.
We uniquely understand the challenges that television show creators face, from building the show from scratch to connecting with fans during its run. In an era where shows are frequently canceled without a valid reason, it becomes even more crucial to give back to the communities of fans that form around them.
When Olan and Rachel discovered their love for Destination Fear (sometime during the airing of Season 2), they saw a unique paranormal exploration show that was a cut above the rest - and an exciting opportunity for collaboration with Star Cadet to help them merchandise. They approached Dakota Laden, the show’s creator, and presented a full merchandise deck that consisted of commissioned artwork and product mock-ups, which was a gamble. If they weren’t interested or unable to engage, it would have been a loss of time and money for the development. But it was a risk they were willing to take, and it paid off! The Fear Crew immediately connected with us at Star Cadet and what we wanted to do for them.
Once they agreed to partner with us, I joined the conversation as the brand identity designer. I began developing a distinct brand identity for Fear Gear. Together, with everyone's vision expressed, we were able to create an exhilarating experience for fans with exciting and exclusive merchandise.
THE CHALLENGE
As one of the Creative Directors at Star Cadet and the on-staff Brand Designer and Graphic Designer, I faced a significant challenge when creating a visual identity for Fear Gear. Due to licensing restrictions, we couldn't work with their existing brand elements. We needed a fresh and innovative approach to the entire project while still being recognizable to the fan community.
Despite these licensing limitations, I embraced the opportunity to think outside the box and develop a unique brand identity for Fear Gear. Through thorough research and a deep dive into understanding their values and target audience, I curated the coloring, typography, and visual elements to position Fear Gear for success in the competitive online merch market. Overcoming these challenges, I delivered a captivating brand identity that sets Fear Gear apart from other alternative apparel or paranormal brands while still capturing their essence and resonating with their target audience.
THE BRAND
Fear Gear presented us with a clear mission and specific goals. They desired a brand identity that would stand out in the crowded alternative apparel market while avoiding problematic imagery. Furthermore, they sought appealing and wearable designs for their target audience. Our challenge was to create a visually striking brand identity within these parameters.
Throughout the design process, I worked closely with Rachel (who specializes in product design and is a HUGE fan). We aimed to create a flexible brand system that accommodated limitations on color palette, typography, and imagery style. These limitations actually fostered growth within the brand by promoting cohesiveness and unity. The result was a visually striking brand identity that aligned with Fear Gear's mission and goals.
Inspired by the edgy personality and name of Destination Fear, I developed a brand identity that truly captured their essence. The centerpiece of the design is an organic, hand-drawn letterform paired with a bold graphic skeleton-duck. This combination not only reflects the spirit of Dakota, Tanner, Alex, and Chelsea but also allows for flexibility as the Fear Gear brand expands over time.
THE DUCK
Creating an iconic symbol that would instantly make Fear Gear recognizable was definitely a challenge. The brand needed something exceptional, a design that would captivate audiences and become synonymous with its unique identity in the paranormal exploration realm.
This is when having clients that communicate specifically can make all the difference. They informed me that in the crew's early ghost-hunting adventures, they found this creepy-looking rubber duck while on a ghost hunt at an abandoned rubber duck factory. Dakota kept it around, frequently appearing secretly in their content. Definitely eerie but iconic. PERFECT. So, I set out to elevate the rubber duckie to a new level. With its decrepit, playful charm, this little bath toy has already excited dedicated fans. I knew it held the potential to become a truly iconic symbol for Fear Gear - but I needed to really push the envelope.
Enter the skele-duck. It emerged as the breakthrough design that Fear Gear had been searching for—the big hit that would leave a lasting impression. Combining elements of mystery, drama, and uncovering the unknown, the skele-duck embodied the brand's spirit. Its striking visual presence immediately grabs attention and ignites curiosity, giving long-time fans something special.
THE GROWTH
In the unknown period before Destination Fear's ultimate network cancellation, Olan and Rachel advised the Fear crew on a campaign strategy to reignite interest and support, and show the network what the Fear Fans were made of. They initiated a #renewdestinationfear merch campaign, rallying passionate fans and showcasing the demand for the show's revival. This merchandise campaign generated buzz and amplified the grassroots movement by leveraging exclusive merchandise tied to the hashtag.
Once canceled, us at Star Cadet, and the fans, were galvanized. The energy was too powerful to be stopped - the Fear Crew had to find a way to continue. So they made the executive decision to move to YouTube, a place where they could be their own network executives. To fund their new YouTube channel, Project Fear, the Crew turned to Kickstarter. They engaged their dedicated fanbase through the crowdfunding platform by offering enticing rewards and opportunities to contribute to the project's success. This strategic approach allowed them to harness the power of community support, keeping the spirit of Destination Fear alive and paving the way for their exciting new venture.
Despite the setback of the show's cancellation, the Fear Crew's innovative campaign strategy demonstrated their unwavering commitment to providing unique experiences for their audience. The #renewdestinationfear merch campaign and Kickstarter initiative showcased the team's resilience and ability to engage and captivate fans, breathing new life into their endeavors with Project Fear. As a token of gratitude to their supporters, they launched Fear Club, a pay-exclusive club where they get to interact with the Fear Crew and have access to hidden content and, you guessed it, merchandise.
FEAR CLUB
Project Fear is experiencing remarkable growth, propelled by its successful Kickstarter campaign launch and the strong camaraderie within the #fearfam community. Fear Club was introduced as a pay-exclusive club where fans can watch exclusive content, interact directly with the Fear Crew, and access member-only exclusive merchandise. It unites passionate supporters and embodies a powerful symbol of unity. Fear Club cultivates a sense of belonging and shared enthusiasm among its members, playing a pivotal role in fueling the continued expansion and triumph of Project Fear and, thus, their brand, Fear Gear.
As I was tasked with designing the brand identity for Fear Club, it allowed me to capture the essence of its celebration of fear, shared experiences, and the close-knit community surrounding it. By infusing the brand identity with elements that deeply resonate with Fear Club's supporters, I played a role in creating a visual representation that embodies their collective spirit and fuels their excitement. The exponential growth Project Fear is currently experiencing is a testament to the brand's vibrant community and expanding creative endeavors. As the brand designer, being part of this journey and contributing to Fear Gear's continued success and connection with its passionate audience is an honor.
Conclusion
In conclusion, no credit can be taken for Dakota, Tanner, Chelsea, and Alex’s persistence, dedication, and hard work to establish this new era of success for themselves and their YouTube channel, Project Fear, and their brand, Fear Gear. But we like to think some of that success is rooted in the strong branding foundation, supported by the talented merchandise manufacturing team at Star Cadet, Rachel (the exceptional Chief of Operations), and Olan's invaluable strategic guidance in a time of crisis. By embracing our deep-dive fandom approach and helping entice fans to join the club, we have played a pivotal role in cultivating a passionate community that celebrates paranormal experiences. It has been an incredible journey to contribute to Project Fear's evolution and witness its flourishing growth. We humbly anticipate the Fear Gear brand's continued success as fans take ownership and make it their own.