Audience silhouettes in front of a large stage with illuminated screens and lighting at a live event.

Sport Republic Brand Identity

Brand Design

Visual Identity Design

2024

Sport Republic is an Australian brand specialising in high-quality, sports-inspired apparel and gifts, including products crafted from authentic materials such as cricket ball leather. The brand’s ambition was to move away from typical sports aesthetics and instead establish a visual identity rooted in craftsmanship, tradition, and authenticity.

My role was to create a complete brand identity system that reflected the quality of the products and the cultural heritage of sport itself. Rather than relying on overt sporting imagery, the focus was on building a brand that felt established, considered, and credible. Think private members’ club rather than sportswear label.

Sport Republic is an Australian brand specialising in high-quality, sports-inspired apparel and gifts, including products crafted from authentic materials such as cricket ball leather. The brand’s ambition was to move away from typical sports aesthetics and instead establish a visual identity rooted in craftsmanship, tradition, and authenticity.

My role was to create a complete brand identity system that reflected the quality of the products and the cultural heritage of sport itself. Rather than relying on overt sporting imagery, the focus was on building a brand that felt established, considered, and credible. Think private members’ club rather than sportswear label.

Sport Republic is an Australian brand specialising in high-quality, sports-inspired apparel and gifts, including products crafted from authentic materials such as cricket ball leather. The brand’s ambition was to move away from typical sports aesthetics and instead establish a visual identity rooted in craftsmanship, tradition, and authenticity.
My role was to create a complete brand identity system that reflected the quality of the products and the cultural heritage of sport itself. Rather than relying on overt sporting imagery, the focus was on building a brand that felt established, considered, and credible. Think private members’ club rather than sportswear label.

CLIENT

Sport Republic - Australia

SECTOR

Retail / Sports-inspired Apparel & Gifts

Creative Stack

ASSIGNMENT

Sport Republic required a full brand identity that could support a growing product range and help establish credibility in a competitive market. The brief called for a refined, premium visual language that moved away from generic sports branding while still remaining authentic to the sporting world.

The identity needed to feel timeless, flexible across products and platforms, and strong enough to support future growth across digital, retail, and social touchpoints.

SOLUTION & PROCESS

The identity was built around the idea of heritage sportsmanship and quality production. I developed a laurel-inspired icon and paired it with a serif wordmark to evoke tradition, achievement, and longevity. This approach helped position the brand within a more refined cultural space, closer to craftsmanship and legacy than performance marketing.

A deep, rich colour palette was introduced to reinforce the sense of quality and authenticity, supported by considered typography and restrained layouts. Imagery direction focused on texture, materials, and detail rather than action-led sports photography, allowing the products themselves to communicate value and credibility.

Alongside the logo and core identity, I produced brand guidelines, collateral, and guidance for web and social use to ensure consistency across every touchpoint.

Large scale digital screen showcasing the Forever Living FGR25 Paris event logotype in script font.

Event style guide set on an iPad on a wooden background

Conclusions & Outcome

The Sport Republic identity established a clear and confident brand presence that aligned with the quality of the products and the cultural values behind them. By avoiding trend-led sports design and focusing on authenticity and craftsmanship, the brand gained a visual system that felt established from day one.

The result was a flexible, future-proof identity that could support growth while maintaining a strong sense of character and credibility.

Value Creation

Defined a premium brand identity rooted in authenticity and craftsmanship

Modernised an underdeveloped identity to support a growing public-facing Foundation

Differentiated the brand from conventional sports aesthetics

Created a flexible brand system designed for digital and real-world use

Created a flexible system suitable for products, digital, and social channels

Strengthened narrative clarity and emotional connection through imagery and tone

Established a credible foundation for long-term brand growth

Enabled more confident communication with partners, donors, and communities

Image showcasing the Aloe Vera Gel interactive exhibition area for Forever Living FGR25 Paris event.

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Modernised an underdeveloped identity to support a growing public-facing Foundation

Created a flexible brand system designed for digital and real-world use

Strengthened narrative clarity and emotional connection through imagery and tone

Enabled more confident communication with partners, donors, and communities

Delivered a future-ready identity aligned with the Foundation’s values and ambition