Brand Identity for a Traveling Sports Broadcaster by Nichole Thomas

Route 300 is a newsletter and traveling YouTube channel by a sports journalist interested in telling the stories of the Professional Bowlers Tour. The client wanted a modern-retro identity inspired by vintage highways signs and postcards, designed to turn casual sports fans into PBA fans while avoiding the overused visual language of existing bowling brands. After researching the competitive landscape, I found an opportunity to position Route 300 around its unique, human-driven storytelling. The visual direction drew from the client’s own experience traveling cross-country in his RV alongside the Tour, translating the spirit of Route 66 into a system of faded signage, distressed textures, hand-drawn elements, and mid-century typography. The result was a versatile identity with multiple logo variations and a flexible type system built to work across digital, signage, apparel, and print applications.