Client
Sense
Role
Brand Designer
Services
Brand Identity
Year
2024
Overview
Sportswear branding stripped down to what matters.
Sense is a sportswear and footwear brand. The category is loud and crowded. The aim was the opposite: a sleek, simple identity that looks premium and lets the product speak.
Strategy
Three decisions kept it sharp.
Less noise, more confidence. Every choice had to earn its place.
Go minimal
A clean mark and a restrained palette. It stands out by not shouting.
Hint at movement
Sleek shapes that suggest speed and agility. Sits naturally on shoes, apparel and packaging.
Keep it flexible
Works small on a shoe tongue and big on a store wall. One mark, every size.
Process
How it came together.
01
Discovery
Mapped the sportswear space. Plenty of loud logos, very few that felt calm and premium.
02
Direction
Picked a lane: sleek, modern, simple. Confidence over noise.
03
Concept
Explored marks that suggest movement with as few lines as possible.
04
System
Built type, color and usage rules for product, packaging and social.