Cove Creative is a sports media agency founded by acclaimed filmmaker Cameron Moore, known for his riveting work with Red Bull, Michigan Adventure Race, and the Chicago Bulls.

AOS Studio designed an identity for Cove Creative inspired by the founder’s eccentric and inclusive approach to filmmaking.

The agency’s name was inspired by the naturally-occurring inlets of water known as coves—serving as intimate spaces where people can enjoy their very own portion of beach. Pushing back on the sensationalistic storytelling tactics used by modern media, Cove Creative takes a different approach: support people by capturing their stories honestly and ethically.

Our goal was to create a strong, flexible identity melding the founder’s passion for capturing action sports content with the eccentric, outside-the-box nature of his films. This was accomplished by building the identity around a small set of key visual elements: a minimal lowercase slab serif wordmark, an organic earth-inspired color palette, and a flexible logomark that would embody the duality of Cove’s concept. The logomark is comprised of a rectangular shape extruded on one edge by an uncontainable circular shape; illustrating the liberating nature of unadulterated stories. The mark itself—resembling the shape of a cove—acts as a symbol for honestly and authenticity.

The logomark plays with the spatial hierarchy of applications—shifting proportions, growing and expanding based on the type of content it’s paired with. It was designed to be placed on top of videos and images in a viewfinder-esque fashion. AOS Studio designed the mark to be flexible between landscape, square, and portrait treatments. The logomark is the hero of the identity, giving stories a newfound sense of perspective.