Route 99 is a concept project for a pop-up skate shop and cross-country touring series. The brief: build a brand that could travel — one that felt native to skate culture without leaning on its clichés.

Approach: The visual identity draws from highway signage, worn textures, and DIY print culture to create something that feels lived-in from day one. This carried through every deliverable — from digital tour posters for the Tour99 series, to large-format billboard executions, to custom deck graphics using distressed overlays and sticker collages.

Outcome: A brand system with real range. The same identity scales from social assets to street-level advertising to physical product — proof that a strong concept doesn't need a big budget to feel complete.