A rebrand for skateboard shop Alcatraz. The identity draws on the prison’s history, secret societies, and esoteric symbolism, expanding elements of the original branding into a playful visual system of layered references. Some references are immediately recognizable while others remain hidden, reinterpreting symbols from skateboarding culture in unexpected ways. The rebrand marked Alcatraz’s 13th anniversary.

Client: Alcatraz
Project: Rebranding & Identity