![](https://cdn.myportfolio.com/e9cd542e81cd1fe2675a9f9f1dd40449/9cc5f7d7-4578-4d98-bb0c-84726feab695_rw_3840.png?h=d7fe980b5d6cbfc19226f040fc0bee16)
Mission/Purpose:
Inspired by Kendrick Lamar’s title, “Good kid mad city,” I was not a fan of his music at the time, but the title did speak to something I lived. I wanted the logo to reflect the city that raised me. I am a by product of Northern California with history in Hawaii and Oregon. I wanted to incorporate those details into it.
Inspired by Kendrick Lamar’s title, “Good kid mad city,” I was not a fan of his music at the time, but the title did speak to something I lived. I wanted the logo to reflect the city that raised me. I am a by product of Northern California with history in Hawaii and Oregon. I wanted to incorporate those details into it.
What was the role:
Branding manager, illustration, logo design.
Branding manager, illustration, logo design.
![](https://cdn.myportfolio.com/e9cd542e81cd1fe2675a9f9f1dd40449/74f51466-5e72-49ee-917b-0c9d8ecae96e_rw_3840.jpg?h=782d134f2745b0fe2af50cd1dbe8d63a)
![](https://cdn.myportfolio.com/e9cd542e81cd1fe2675a9f9f1dd40449/3cd6a334-9d0c-4c4e-ab7c-11e3c376f40a_rw_1200.jpg?h=b2a4414e8a79bfa1af24a9e1db99d1c8)
What was the process:
The idea of iltopia was from a rejected concept I did for my roommates clothing line “Just 2 Nice.” I pitched him the idea of making the two towers of his design more edgy and creative instead of a Roman numeral II. Obviously, he did not like the idea, so I put it on ice. When I revisited the idea, I played around with a few names: Kiljoi, Ilcity, and ultimately Iltopia. I felt it was fitting because it was a play on “utopia.” When I first got to Hawaii, I thought it was going to be a great place, a utopia, but I eventually learned that that was not the case. Combining the ills of the world with my experience in a fake utopia led me to come up with Iltopia. Best part was that I could get the domain and all the branding stuff cheap as well.
The idea of iltopia was from a rejected concept I did for my roommates clothing line “Just 2 Nice.” I pitched him the idea of making the two towers of his design more edgy and creative instead of a Roman numeral II. Obviously, he did not like the idea, so I put it on ice. When I revisited the idea, I played around with a few names: Kiljoi, Ilcity, and ultimately Iltopia. I felt it was fitting because it was a play on “utopia.” When I first got to Hawaii, I thought it was going to be a great place, a utopia, but I eventually learned that that was not the case. Combining the ills of the world with my experience in a fake utopia led me to come up with Iltopia. Best part was that I could get the domain and all the branding stuff cheap as well.
![](https://cdn.myportfolio.com/e9cd542e81cd1fe2675a9f9f1dd40449/ca59d7ac-0ad8-4fce-a1a1-ea4872d897bd_rw_1920.png?h=6e19768f69c7d457126d2b515cfb4079)
I started with the “I” and “L” and put a cityscape around it. The original design had more of a mainstream New York city feel. Skyscrapers and the statue of liberty I felt did not completely capture what I was trying to say so I added elements that spoke more to my experience.
![](https://cdn.myportfolio.com/e9cd542e81cd1fe2675a9f9f1dd40449/d938a17f-1ba2-4fc3-923e-9c88addf1dad_rw_1200.jpg?h=e63c4a13dda416a820f1a713f41f02e5)
That led me to add palm trees, city buildings, and the golden gate bridge. I took the initial design and gave it some character with the window lights and blue accents.
![](https://cdn.myportfolio.com/e9cd542e81cd1fe2675a9f9f1dd40449/35e9628c-00a5-484e-8132-5b3da7a29cdf_rw_3840.png?h=c57fb012d27d858cfa286b0ccc08b479)
When I incorporated Iltopia Studios, I wanted to make a statement. I wanted people to take the idea I had seriously. When most people talk about the Black experiences and experiencing microaggressions and racism, it gets dismissed and activism with no intrinsic monetary value. With Iltopia, I wanted to show that Iltopia can explore topics experienced in the “inner city” and make a profit. We aren’t some Joe blow media company; we make quality content with a purpose. This led me to make transparent business cards that focused on what lies in the city.