Bring the Heat.
Athletes Gel is a topical performance product formulated with natural ingredients to stimulate blood flow and activate muscles for optimum output. I was tasked with a full brand redesign, driven by a strategic repositioning of the product. Previously framed as a recovery solution for post-exercise aches and strains, the brand needed to evolve into a dual-purpose performance gel, supporting both preparation and recovery. The new positioning highlights its role in priming muscle tissue and helping athletes perform at their best.
The Visual Identity.
The identity was built to embody dynamic performance at its core. Deconstructing the 'A' and 'G' within the wordmark to form a chevron and radial arrow, embedded the concepts of motion and dynamism directly into the brand mark. Bold typography reinforces the brand’s direct, results-driven personality, while a minimal colour palette allows for striking compositions. Gradients evoke the sensation of heat, and the introduction of purple adds balance, softening the masculine tone. The tagline "Bring the Heat" serves as both a functional reminder and an empowering call to action, urging athletes to pack their gel & then rise to the moment.
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Getting Out the Blocks.
Executing creative assets from the identity toolkit required a focus on bold, energetic visuals that reflected the gel’s performance-driven essence. We developed a diverse range of materials for both digital and print communications, all rooted in a consistent brand expression: the product as a catalyst for progress, aligning with every athlete’s fundamental drive to improve and push their limits.
A Gel For Every Sport.
A key objective of the marketing system was versatility, it needed to resonate both broadly across the sports industry and be easily tailored to specific disciplines such as boxing, golf or swimming. The framework can integrate photography from any sport, allowing for both universal appeal and targeted messaging. Additionally, the client aimed to secure athlete endorsements, so the creative direction accounted for branded merchandise and sponsorship activations as integral components of the overall strategy.
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