Ben Smith, a BJJ athlete and personal trainer at Deepwater Performance, approached me to develop a visual identity for his competition apparel. His vision was clear—he wanted a simple yet strong type-based logo, "Pursuit," alongside a series of type treatments that would enhance his brand’s presence when competing in tournaments. The goal was to create a cohesive design system that could translate seamlessly onto rash guards and other apparel while maintaining a bold, recognizable aesthetic.

I guided Ben through an in-depth creative exploration, ensuring that each type treatment set had a unique identity while still feeling unified under the "Pursuit" brand. The first set drew inspiration from Formula 1, incorporating sharp, high-speed aesthetics to reflect precision and intensity. The second set took cues from Greek mythology, blending classical strength with intricate detailing inspired by American currency design. The final set was influenced by hunting culture, incorporating rugged, tactical elements to convey discipline and focus. This process involved refining typography, selecting suitable layouts for apparel, and iterating based on Ben’s feedback.

Beyond design, I also assisted in preparing and exporting the necessary files for printing manufacturers, ensuring that the artwork maintained its quality across different materials and print processes. From concept to execution, this project was about more than just aesthetics—it was about crafting a brand identity that resonated with Ben’s competitive mindset and personal philosophy. The result is a versatile and dynamic visual system that elevates the "Pursuit" brand both on and off the mat.