Betty Multisport:  Identity+

BettyMultisport, a startup fitness company specializing in triathlon training for women, came to me with a company name and a rough sketch of a Mexican sugar skull. They wanted a logo that incorporated literal elements of triathlon training – running, swimming and biking – as well as the sporty, feminine, irreverent and fiercely independent attitude that  was the foundation of their company. The resulting logo and identity gave them a powerful, flexible tool for building their business. (My role: Art Director, Designer.) 

Click images to enlarge

The client requested that the sugar skull feature elements of woman's multisport, swim cap and goggles, bike gears (eyes) and running (chin).

BMS needed a mobile-optimized site they could manage themselves, but had zero budget, so I built them a site on website builder Strikingly.

The identity I designed for them was carried over to their Facebook page and triathlon unitards (below) and other merchandising items, all of which helped increase visibility, drive business and build their brand.