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Case study · Brand · Handed over, November 2026

A ball’s path, drawn in one stroke.

Pickny’s new mark is one line. It follows the ball under the word, closes the p, and the ball lands as the dot on the i. I directed three rounds, chose at every step, and handed the mark, its motion and a brandbook to Pickny’s developers.

Role
Brand and art direction
For
Pickny
Rounds
3, to one mark
Handed over
Mark, motion, brandbook
The intro: lands once, then stands still

01 · Three rounds

From three ideas to one mark.

Each round put a few directions side by side, drawn and moving, and I chose one to take further. The notes under each round are what decided it.

Round 1 · Three directions

Shape: a p made from a hexagon, with the ball in its middle
Shape · the p is a stat hexagon
Bars: the word drawn as a bar chart
Bars · the word is a bar chart
Path: one line that bends into a p, with the ball inside
Path · one line, like a ball tracked on TV

Round 2 · Path, deeper

Tail: the ball runs under the word and stays inside the p
Tail · the ball stays in the p
Jump: the ball loops through the p and lands on the i
Jump · the ball lands on the i
Shot: the line carries the i and the ball flies through it
Shot · read as “plckny”

Jump won, but it felt too round for the product, too heavy at small sizes, and its favicon read as a q.

Round 3 · Four cuts of Jump

Lighter: the same Jump with a thinner line, on dark and on paper
Lighter · a fifth thinner
Upright: no slant, a tighter circle
Upright · no slant, calmer
Cut: straight ends, a sharp corner and a 6 degree slant
Cut · straight ends, sharp corner, 6° slant
Manrope: the product's own headline letters, with only the line and the ball drawn
Manrope · the product’s letters, drawn line

Cut is the least round and the most sport. The favicon became the p and the ball alone, so it can’t be read as a q.

02 · Motion

The ball has weight.

The mark moves on the product’s own clock. Digits spin into the letters like the numbers in the app, the ball slows at the top of its arc, lands on the i, pushes it down, and they rise back together. Then it stands still. On hover, the ball lifts and waits.

The ball’s flight frame by frame: from the line under the word, through the loop in the p, to the i

03 · Drawing

Drawn, not typed.

The letters don’t come from a font. They are one line, drawn with the same rules as the ball’s path: the p and the c share one circle, the slant is set on the skeleton, and every stem leaves from the middle of the line.

Construction of the mark on paper: the shared circle of p and c, the 6 degree slant and the line weights

04 · Colour

One word. Four balls.

The word is always one colour; only the ball changes. Amber for Pickny, and the product’s own sport colours: green for football, yellow for tennis, blue for basketball. Sport colours go on dark only, because on paper they fade.

Four versions of the word, each with the ball in Pickny amber or a sport colour, over a row of dots in that colour

05 · In use

From 13 pixels to the end of a reel.

The app icon, the header, posts for each sport and the end card of a reel. Next to the old logo, the word is the same, but now it has a story.

The mark in use: app icons, an amber tile, and three posts with bar charts in football, tennis and basketball colours
Icon, tiles and posts
Before and after: the old Pickny wordmark next to the new one
Before and after

Frames from the brandbook, November 2026.

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© 2026 Goran