As a self-initiated freelance branding project, I developed a complete brand identity concept for Mayhem Marketplace, a TikTok startup envisioned as an independent alternative to marketplaces like Etsy. Inspired by the company’s search for designers through TikTok. With the company stating they were still searching for designers, I wanted to use this opportunity to try my hand at a design, whether it was used or not.

The branding centers around a custom logo, mascot, and supporting visual designed to stand apart from more traditional marketplace identities. I created an expressive, graffiti inspired wordmark paired with a playful slime monster mascot named May, whose fluid form symbolizes the limitless possibilities of creativity and artistic expression. The mascot also reinforces the brand’s playful interpretation of “mayhem,” representing both the unexpected nature of creativity. Complementing the logo, I developed icon variations, patterns, and brand assets that establish a cohesive and recognizable visual identity across digital platforms.

This project allowed me to explore concept-driven branding from the ground up, combining research, storytelling, and visual design into a cohesive identity system. By focusing on personality, flexibility, and memorability, I created a brand that reflects Mayhem Marketplace’s vision of being a creator first platform while demonstrating my ability to develop strategic branding solutions for emerging businesses.