- Year
- 2025
- Sector
- Sports Nutrition, FMCG
- Work
- Visual Identity, Packaging
- With
- Mark Blackler, Nick Mitchell, Matt Cherubino, Teel Studios
- Role
- Creative Direction, Visual Identity, Packaging, Motion
The idea
Bending Time & Space. SUB:3 takes its name from the pursuit of a sub-three-hour marathon — a goal defined by time. That became the organising idea for the identity: time not simply as information, but as something runners are constantly trying to compress, stretch and overcome.
The shift
The identity became stronger when it stopped behaving like a fixed graphic and started behaving like the idea itself. Type stretches, compresses and reforms; time becomes an active part of the brand rather than something simply recorded beside it.
The system
The idea moves through the system: changing typography, timecode lock-ups, packaging built around moments before and after the run, reflective material and motion that continually forms and reforms. The same principle gives static and moving applications a shared behaviour.
2026
Launch strategy, content planning, motion and social content for a fashion label going to market.
2025
Brand strategy, creative direction and visual identity for an architecture and interiors studio.
2025
Identity, packaging and motion for a new performance nutrition brand.
2024
Concept, identity, signage and print. The name emerged during the work.
2024
Brand strategy, visual identity and packaging for an established food brand.
2024
Identity and website for a photographer, built to stay behind the pictures.
2022
Visual identity, signage, print and social.
