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2024

Sport Republic

Sport Republic

Sport Republic

Discipline

Brand Identity

Sector

Fashion & Textiles

(Overview)

When Sport Republic, an Australian brand launching a new line of sports inspired gifts and accessories, approached me, they had no commercial identity and no online presence. What they did have was a clear ambition: to create something authentic and commercially compelling in a market crowded with generic options. As a sports fan myself, I saw an opportunity to build a brand that honoured tradition, celebrated quality, and genuinely excited its audience.

I began by crafting a visual identity rooted in heritage but styled for today’s consumer. The logo drew on visual cues from vintage sports emblems—confident, proud and instantly recognisable—while the type system and colour palette introduced a modern tone, balancing energy with restraint. Every design decision was anchored in craftsmanship and storytelling: these were not just products but meaningful items that represented a shared passion for sport.
This is where I bring the most value: working within a startup structure and shaping everything from the ground up. I applied the identity across packaging, digital, editorial and e-commerce, ensuring every touchpoint communicated the same story. From social assets to physical tags, I built a brand system that scaled across platforms but never lost its soul. It was more than visual work; it was about setting the tone for how Sport Republic would grow, compete and connect.