Renowned sporting goods retail company, aspiring to establish consistent and scalable communication across channels. The new identity we created, including logo refreshment to optimize legibility and functionality, is orchestrated by the concept of rhythm as a reflection of the brand’s mission to motivate people to find their personal one toward change. Consigned by a human-centric tone of voice, the new identity is equipped with an extensive library of flexible brand assets, including a comprehensive color system, a robust custom typeface, clean custom iconography, and adaptable static and animated graphics.