ripple effect
A flexible logo system and merch line for a physio studio’s endurance program, built to be worn rather than just seen.
deliverables:
Secondary logo marks / lifestyle tee / race jersey / cycling jersey / cheer station tee / stickers
my role
Discovery, concept direction, mark design, and apparel design
this project shows
Turning a founder’s vision into a flexible identity system, exploring widely before narrowing down, keeping a brand recognizable with only two fixed elements, and knowing when to hold the brand back.
Why
ünda’s founder wanted Outdoor Projects, the studio’s endurance program for ultra runners and triathletes, to feel more like a fashion label than a physio clinic. I built a mark system with just two fixed parts, the umlaut and the underline, and let everything else flex. A limited run for program members became the studio’s identity out in the wild. People asked to buy the shirts, the studio kept using the marks, and the stickers ended up everywhere.
lifestyle tee & Race jersey
subbrands
Cycling jersey
TCS Waterfront marathon cheer station tee
