Pair Dead
Reframing clay shooting as a contemporary lifestyle brand.
Pair Dead redefines clay shooting apparel by shifting the sport away from heritage tradition and towards a bold, culturally relevant identity designed for a younger audience.
Inspired by the adrenaline, precision and split-second intensity of clay shooting, the brand is built around the moment of impact, creating a dynamic visual language that feels energetic both on and off the range.
I led the concept and development of the brand, shaping the identity from the initial idea through to art direction in collaboration with the managing directors.
Year
2023
Branding
Conceptual
Design
Visual Identity
Art Direction
Layout
Typography
Motion
Taking its name from the clay shooting term "Dead Pair"—awarded when both targets are successfully hit. The identity transforms the scoring system, using "dead pair" dashes into the foundation of a flexible visual system. Embedded within a bold contemporary wordmark, that becomes a recognisable device that extends beyond the logo into the wider brand identity.
Brand in Action
The wider visual language draws from the intensity and precision of clay shooting. A high-energy colour palette reflects the environment of the shooting range, while Gibson provides a confident typographic foundation that remains clear and adaptable across digital, print and apparel.
Rather than behaving as a static identity, the logo is deconstructed into dynamic graphic compositions across social and campaign applications. This flexible system mirrors the movement, rhythm and split-second nature of the sport, creating a distinctive visual language that evolves across every touchpoint.
Made for the range. Worn on the streets.
The campaign expression captures the defining moment of impact as the clay shatters in mid-air. Through fragmentation, bold layouts and expressive compositions, the identity shifts Pair Dead beyond traditional sporting apparel, positioning it as a contemporary lifestyle brand that brings energy, movement and attitude across digital, social and promotional campaigns.
