CHI INC is a brand identity project created for a classic car club looking to modernize their logo and strengthen recognition at events. The club’s existing horizontal mark wasn’t translating well across hats, shirts, and real-world applications, so the goal was to develop a bold, circular statement logo that felt timeless and instantly identifiable.

As the lead designer, I guided the identity through a collaborative approval process involving 10+ stakeholders while working through one primary point of contact for revisions and final sign-off. The final mark combines key vehicle emblems (Caprice, Impala, and Chevelle) with GM heritage elements, paired with clean typography to maintain a classic automotive feel without becoming overly detailed.

The updated identity improved visibility at car shows, supported stronger recognition, and helped the club grow its following—while staying simple enough to remain durable and relevant for years to come.