Brand Strategy
Visual Identity
Launch System
Client:
VERSO
Year:
2026
Industry:
Health & Fitness
VERSO came to us with a product worth backing and an ambition to match. The gap in the Australian activewear market was clear — a performance brand built specifically for the multi-discipline athlete was missing. What was needed wasn't just a logo. It was a complete visual identity system sharp enough to compete from day one and built to scale with a brand that wasn't slowing down.
01
Brand Strategy
02
Visual Identity
03
Launch System
THE CHALLENGE
The activewear market rewards those who play it safe. Verso's founder Oakley Criddle had a different vision — a performance identity built specifically for the multi-discipline athlete. Those who run, cycle, swim, and train hard without fitting into any single category.
A brand that could stand apart from day one and scale with a business that had no intention of slowing down.
Multi-discipline positioning
Competing in a crowded category
Building for longevity
Standing out without noise
OUR APPROACH
DISCOVERY
We ran a brand audit and founder questionnaire to map Verso's real differentiators — not what activewear brands usually say, but what this specific community actually demands. Discipline, versatility, and relentless performance led everything from here.
STRATEGY
Rather than chasing the tonal, minimal look dominant in the category, we built a strategy around contrast and distinctiveness. A restrained but bold colour system. A type system with movement. An identity designed to hold its own across product, campaign, and community simultaneously.
DESIGN
The VERSO icon was constructed from four interlocking forms — running, cycling, swimming, conditioning. The wordmark introduced italic tension and sharp angles, a type system that communicates speed and progression without sacrificing refinement. Volt yellow was introduced as an energy signal, used selectively so it hits every time.
DELIVERY
We delivered a full identity suite: primary, secondary, and icon logos across every colourway; a colour system with campaign extension rules for future drops; typography hierarchy; and brand guidelines ready to hand to any designer, printer, or developer.
SECTION LABEL
The VERSO mark isn't decorative — it's structural. The icon, built from four interlocking forms representing each discipline, creates instant recognition across apparel, digital, and campaign. The wordmark carries the same energy: sharp, italic, precise. Together they form a brand system that doesn't need to shout to be seen — it just holds.
THE RESULTS
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