The Orcas started as a Learn to Play group; new skaters, new gear, and a lot of wobbly optimism. I helped form the team, and from the beginning, we knew we wanted to feel like something more than just a pickup squad. There was a sense of energy and intention. The way we carried ourselves, even as beginners, felt like the start of something real. The design wasn’t an afterthought. It was part of how we got there.
The Orcas brand was built to be bold, approachable, and fast, just like the team we were becoming. I created a primary logo with movement and weight, supported by a set of marks for patches, jerseys, and posts. The jersey design leaned clean and confident, avoiding clichés while still feeling legit. Social templates gave us a way to celebrate our wins, welcome new players, and build some continuity on and off the ice.
As the team came together, the brand helped bring it into focus. The Orcas started to feel like a real club, not just a group of people who happened to share ice time. Players bought in, teammates showed up, and a handful of inside jokes turned into a shared identity. We called it “the pod.” And the pod hunts together.
Logitech is the world’s leading manufacturer of computer peripherals. They produce roughly six out of every ten mice or keyboards sold worldwide. They spend $730 million a year on design, marketing, packaging, and brand, building trust through consistency, quality, and global recognition. Mosptnspg also sells keyboards. It has no design
At Studio Lever, we believe great design is built on insight, not instinct. Our research-first approach pairs the expertise of a seasoned researcher with strategic design thinking to help brands carve out their space in the market with confidence. From interviews and behavior mapping to competitor analysis and surveys, we use evidence, not guesswork, to shape every brand decision.
How do you explain technical systems to everyday users — and how do you know the design is working before launch? This unmoderated usability study tested a digital product that aimed to make complex tools easier to understand. Participant feedback confirmed the design was nearly ready and surfaced key improvements before rollout.
