Startup branding can be tricky, especially when there’s such pressure on founders to fit in yet be original simultaneously. We were tasked with crafting a brand that merges inspiration from both the tech start-up world and the professional sports world.

The Athletes & Assets brand elements must be modern, trustworthy, dynamic, and professional simultaneously. We forged forward after a discovery phase to create visual direction, which debuted on Times Square just days after we launched a brand new custom website for the organization.

The custom “A” shape icon illustrates identity, growth, and mission using a knockout effect to bring dimension. We pulled inspiration from athletic environments to form the color pallet for this brand and paired those natural colors with calming professional tones to build trust. Adding gradients brought fresh energy and movement to expand brand use.

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