Every Rep Basketball
SPORTS | BRANDING
In 2024, a former coach of mine reached out with a new vision: he was officially launching a brand of athletic gear designed to serve as on-body promotion for his training services. A longtime mentor, Kendall Ham instilled in his pupils that “Every Rep Counts,” to go hard every time. When the opportunity arose to build the visual identity for this elite program, I knew we had to bypass the usual basketball clichés. Instead, I developed a custom wordmark inspired by the iconic lines of the ball itself, grounding the brand in the geometry of the game. As someone personally connected to this ecosystem, seeing the new identity represent that fundamentals-first approach for everyone from kids to pros is incredibly rewarding.
My process began with pen to paper, sketching various typographic approaches with the goal of making the name the primary identifier. However, after an initial review, we agreed that a standard typeset paired with a generic basketball emblem simply wouldn’t cut it. This feedback pushed me to deconstruct the visual language of the sport—looking past the obvious to find inspiration in the round curves, arcs, and sharp angles that define both the ball and the court.
The first iteration relied on an all-caps treatment, but the legibility didn't sit right. A quick pivot to a Title-case setup was the key to finalizing the mark. To complete the system, I developed emblem and badge variations, ensuring the brand was scalable and flexible enough to work across a diverse range of athletic gear and merchandise.