Tenacity Sportswear

This was a really inspiring project! I had the pleasure of working with Ben to create the brand for Tenacity Sportswear, a company with a powerful focus on both athletic performance and mental well-being. Ben wanted a brand that truly represented resilience and support, while also showcasing that incredible drive we all have to push ourselves and become a better version of ourselves.

For the logo, I really leaned into symbols that convey protection and inner strength. The shield was a perfect fit, beautifully representing protection and the ongoing fight against mental health challenges. Then there's the sword, I designed it so that it also cleverly forms the letter "T" from Tenacity. This element really embodies the fight and the drive to push your limits, to strive and be the best version of yourself, day in and day out.

And, of course, we needed colors that spoke to this powerful message. The chosen colour scheme offers a bold yet really friendly aesthetic, inviting everyone to join the Tenacity team, welcoming to all.