Dundee City Assets is a concept art for a fictitious brand. The task allowed him the freedom to use his creativity in finding the right identity to his brand. Inspired by Ryan's love for football and design; he definitely aced this project. Read on!

As part of my studies last year at Dundee & Angus College, I was asked to produce a self-generated concept as part of my coursework. The brief stated I could only create assets for a 'fictitious' brand. That's where 'Dundee City Football Club' came in.

- Ryan McGinnis

The entire process took roughly 3 months to complete alongside all of my other modules last year, so it's had to say how long it took individually. The work itself has been fairly active for the last 12 months, however, gaining some media attention at both local and national level at several stages of the project. It was a nice added bonus for me.

- Ryan McGinnis

The project is based on a running concept surrounding the two professional football clubs in Dundee, Scotland; Dundee FC & Dundee United FC. With the two teams located right next to one another (their stadium's are literally on the same street), the idea of both teams forming to become one larger club is often thrown around. I thought that creating my own visual identity for this fictitious team I could give a sense of 'Dundee City' in real-life setting , whilst also sparking some healthy debate amongst Scottish Football fans. It was also a great excuse to blend together my two major loves - football and design.

- Ryan McGinnis

The main brand assets such as the club crest and typefaces were created in Adobe Illustrator, allowing them to be scaleable in the club merchandise and promotional materials. Once these were developed, Photoshop took over as my main tool in creating the jerseys, team wear and other Dundee City related creations. I also made use of the free online survey software Survey Monkey, which made gathering data from both Dundee and Dundee United supporters for my fans infographic very straight forward.

- Ryan McGinnis

I'm a lover of clean, minimalistic graphic design, with the branding work of greats such as Saul Bass, Paul Rand, and Chermayeff & Geismar a true inspiration to me. Abram Games' "maximum meaning, minimum means" very much rings true in my design ethos.

- Ryan McGinnis

ABOUT RYAN McGINNIS

Ryan McGinnis, a freelance & student graphic designer from Dundee, Scotland. He is currently taking BA Computer Arts at Abertay University. He specializes in creating logo designs and brand identities, finding creative solutions in a clean, minimalist style. He also loves to work in print, motion graphics, and photography.

You can see more of his artworks on Behance and his Website.