With no existing assets or visual direction, the biggest challenge was starting entirely from scratch—defining the voice, personality, and visual world of the brand without a reference point. It meant getting to the heart of what the club stood for through conversation, research, and exploration. Another challenge was making the brand feel both athletic and wearable. It needed to work across event signage and social media but also feel bold and stylish enough for lifestyle merchandise. Finding that balance—between sport and street—meant careful consideration of typography, tone, and color. Every element had to carry the right energy: fast, grounded, and inclusive. Lastly, because the audience was so broad—from casual runners to dedicated track athletes—I had to create something that felt open and adaptable. The visual identity couldn’t lean too niche or too generic; it had to represent a shared spirit and community feel, no matter someone’s level or reason for joining.