PROJECT
Comprehensive Brand Identity & Marketing Assets
Developed a cohesive brand system including logo, visual identity, marketing assets, and website presence. This work demonstrates an integrated approach to creating identity systems that support clarity, communication, and ongoing visibility.
CLIENT STORY
“I’ll always be asking, ‘What’s next?’”
Kyle Wills came to me to create a brand that reflects his journey through extreme sports and personal transformation. He needed a visual identity that would grow with him—not just for his upcoming Atlantic Row in 2026, but for future adventures and potential production projects documenting his journey. The brand needed to communicate resilience, authenticity, and adaptability while remaining approachable.
STRATEGY
Defining The Brand Direction
The Challenge
Build a lasting brand from scratch: Kyle had a name and some colour preferences, but no logo or identity.
Future-proof identity: The logo needed to work beyond one event and represent potential growth into a broader production company.
Capture personal transformation: The brand had to reflect Kyle’s authenticity, grit, and connection to his audience.
Brand Narrative Direction
Kyle describes himself as "no pro athlete," just an ordinary guy driven by a desire to overcome personal challenges through extreme sports. His goal is to inspire others by showing that even someone without elite status, like Alex Honnold from Free Solo, can push their boundaries. With this in mind, the brand identity was designed to reflect Kyle’s authentic, approachable nature while still capturing the dynamic energy of sports and movement.
“The logo is not just for one event, it’s for a brand that will grow alongside my journey.”
IDENTITY
Defining The Brand Foundation
While brands like National Geographic, Discovery, and Red Bull served as inspiration for adventure, exploration, and dynamic storytelling, Out of the Ordinary needed to feel relatable and human, reflecting Kyle’s journey as “no pro athlete.” The visual identity balances a sense of adventure and energy with accessibility, creating a brand that communicates strength, resilience, and curiosity without feeling intimidating — inviting anyone to connect with the story and the challenges ahead.
Visual Identity Development
Logo: Designed to reflect Kyle’s approachable nature while communicating strength and energy.
Color Palette: Vibrant yet grounded, inspired by outdoor adventure gear and extreme sports environments.
Typography: Playful and strong, conveying dynamism and accessibility.
APPLICATION
Brand Identity In The Wild
Once the logo and brand theme were established, the next step was to create the key assets Kyle would need to secure funding for his campaign. This included a one-pager, pitch deck, Squaresapce website, and social media announcements, tools designed to give him every advantage as he works to bring his vision to life. Developing these assets allowed me to further define the brand’s identity, ensuring a cohesive look and feel across all platforms.
This project is still ongoing, as the race isn’t until 2026. In the meantime, there will be fundraising and marketing events that continue to build momentum and strengthen the brand. Each of these assets plays a crucial role in shaping the narrative and creating a lasting impact as Kyle’s journey unfolds.
Campaign Assets
Social media templates
Squarespace website
Pitch deck and fundraising materials
Event banners and marketing collateral
BRAND GROWTH
Future Plans & Opportunities
The brand was built with long-term growth in mind, adaptable to future projects and initiatives. Kyle plans to expand the brand into a production company, documenting extreme sports, mental health awareness, and charitable initiatives. The identity system is designed to evolve alongside these opportunities.
While the primary focus has been on the World’s Toughest Row, I’ve designed with the future in mind, envisioning how this brand can evolve across various events and adventures. To highlight its potential as a production company, I wanted to showcase the logo in a variety of natural environments (mountains, oceans, forests, skies) where extreme sports take place, illustrating how the brand can transcend its current focus and adapt to future challenges.
