Creep Armour is an independent streetwear project built through years of experimentation with illustration, printmaking, and physical production. What began as a hand-drawn wordmark gradually evolved into a broader identity exploring themes of individuality, non-conformity, and the tension between anonymity and expression.
Through stickers, garments, screen printing, and digital experimentation, the brand developed an elusive visual language centred around the Creep symbol — a mark that hints at a hidden character emerging from within the typography itself.
This case study documents the evolution of the brand from early DIY experiments to a more refined identity system, highlighting the process of building a visual world through craft, iteration, and storytelling.
DELIVERABLES
Brand identity system
Custom typography
logo mark
Apparel graphics garment design
Screen printed garments
Enamel pins
accessories
Packaging concepts
Digital animation
motion experiments
Brand mythology drop concepts
[Early Word Mark Illustration]
Early Brand Artifacts
Before producing garments, the Creep mark existed primarily through small DIY objects. Stickers and accessories became early ways of testing the identity in the real world. One of the first custom items produced was an ear stretcher featuring the original Creep “C” mark with the eye cut-outs.
These small physical pieces helped establish the symbol as something wearable and personal before the brand expanded into apparel and printed graphics.
DIY Lookbook - 2020
Friends, Photoshoots and Urban Experiments
With the first garments produced, I began documenting Creep through DIY photoshoots with friends, experimenting with environments, lighting and mood.
Creep Flash-sheet - 2019-2021
Re-positioning and experimenting with print media.
During this phase I explored a range of mascot concepts, brand motifs and typographic experiments for Creep. One recurring idea was the phrase “Don’t be a sheep, be a Creep”, which explored themes of individuality and non-conformity.
Several creature-like characters were developed using the Creep “C” mark as a head or defining feature. I even sculpted a mascot from red clay to physically explore the character in three dimensions.
Ultimately these ideas were set aside. Defining Creep through a mascot made the brand feel too literal. Instead, the identity works best when it remains elusive and undefined — something open to interpretation that creates tension and curiosity.
[Clay mascot - 2021]
Screen Printing Era - 2021
Re-positioning and experimenting with print media.
As production moved from embroidered patches to screen printing, the Creep identity evolved. The original word-mark contained eye holes suggesting a creature trapped inside the form. During this stage I removed these details, allowing the logo to feel more elusive and less literal while strengthening its visual presence.
[Word mark transition]
Eyes removed, form simplified - identity became more elusive.
[DIY Screen printing process]
[Screen print experiments - 2021]
Re-establishing Creep presence - 2023
New ideas, old concepts
After moving houses twice (within 2 years), I rediscovered my old screen-printing equipment, which brought a wave of nostalgia and a desire to revisit Creep. Returning to the project, I wanted to re-establish the brand’s physical presence by focusing on its strongest identity elements — the Creep “C” mark and the recurring sheep concept. These ideas had always been central to the brand’s message of individuality and non-conformity.
I revisited these core themes through a new series of screen prints, enamel pin designs, and a custom Creep stamp, using print and small physical objects as a way to reintroduce the identity and strengthen the brand’s presence.
['C' mark stamp]
[Sheep screen]
Revitalising sheep concept via screen printing
[Tote bag prints]
[Enamel pin]
Re-instating brand presence with guerilla product
Hologram
Entering the Digital Realm
As the brand began to take shape again, I started exploring how Creep could exist beyond physical print and into a more digital space. This led to the development of the Hologram concept — an idea that imagined the Creep symbol existing within a digital realm.
Through simple animations, 3D experiments, and holographic visual treatments, the identity began to feel less like a static mark and more like a signal or presence within a digital environment. The concept reflected the growing sense of existing within online spaces, where identity often feels fragmented, anonymous, or slightly surreal.
This phase resulted in a new series of hologram-inspired graphics and a production run of black t-shirts featuring a red 3D wireframe interpretation of the Creep word mark.
A small production run of approximately 100 hologram t-shirts was produced during this phase.
[Animation tease]
Teasing new direction for Creep.
[Neck print]
First neck print for Hologram production run
[Hologram t-shirt]
Photography taken for Hologram launch
Creep Today
Today Creep exists as a more refined identity built around symbolism, distortion, and hidden emotion. The brand explores the idea of something concealed beneath the surface — fragments of form emerging through fractured graphics and unsettling visual cues.
Rather than defining a single character, Creep remains intentionally elusive, revealing only glimpses of what lies beneath.
Logo Suite
The new logo suite is defined by 4 main logos. The classic Creep word-mark. The official naming logo (architectural style) for more formal/official spaces. The original creep mark and the new modern inner 'C' mark.
Strapline
The Creep strapline is now defined as Sheep-less, a subtle but necessary re-positioning to suite the more ominous vibe of the brand.
