Gritty’s Chaos Factory

Gritty is the name, Chaos is the game; and that’s exactly what I knew I needed to encapsulate when designing the new retail space and extension of Philly’s most lovable mascot. We had the idea that Gritty was going to create this space with “found” objects around Wells Fargo Center as if he built it with his bare (furry) hands. I mocked up three logo concepts with images found in a quick Google search, and roughly clipped them together to try and find the right direction that would inspire a Willy Wonka-esque vision, if Willy Wonka lived in Philadelphia and built his factory under I-95.

Ultimately, after review with Team Gritty and some fellow creatives at the Flyers, we decided option B would be the best choice for all platforms and deliverables that Gritty Chaos Factory would find it’s way into. Although, Option A was a very, very close second. The word “Chaos” seen in the logo is something I Illustrated last year when designing Gritty’s Chaos Corner, located in Section 121 at Wells Fargo Center where Gritizens and Flyers fans alike can enjoy all of Gritty’s skits and shenanigans. Hand drawn first in my sketchbook, then fleshed out a bit more in Procreate and after rendered in Adobe Illustrator, the Chaos took roughly a week (40 hours) from conception to delivery. 

With full creative control (and Gritty’s blessing of course), I directed the retail photoshoot, created marketing and launch assets, designed patterns and signage for the storefront and created the Gritty Handwriting typeface.