PROJECT
Comprehensive Brand & Campaign Assets
Developed a cohesive brand identity for a transatlantic rowing campaign, including logo design, visual identity, pitch deck, website, and supporting marketing assets. The system was designed to communicate the mission clearly while supporting fundraising, storytelling, and public engagement leading up to the 2026 World’s Toughest Row.
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.
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.
“The logo is not just for one event, it’s for a brand that will grow with my journey.”
APPLICATION
Brand Identity In The Wild
Once the logo and brand theme were established, the next step was developing the key assets Kyle would need to secure funding for his campaign. This included a one-pager, pitch deck, Squarespace website, and social media announcements, tools designed to give him every advantage as he works to bring his vision to life.
Creating these assets also helped further define the brand’s identity, ensuring a cohesive look and feel across every touchpoint.
This project is still ongoing, as the race isn’t until December, 2026. In the meantime, fundraising and marketing events will continue to build momentum and strengthen the brand. Each asset plays an important role in shaping the narrative and building lasting impact as Kyle’s journey unfolds.
Campaign Assets
Squarespace website
Pitch deck
Social media kit
Event banner & 1 pager
Concept merchandize for future events
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 focused on documenting extreme sports, mental health awareness, and charitable initiatives. The identity system is designed to evolve alongside these opportunities.
While the immediate focus is the World’s Toughest Row, the brand was designed with the future in mind, considering how it could extend across new events and adventures. To illustrate this potential, the logo is shown across a variety of natural environments—mountains, oceans, forests, and skies—where extreme sports take place. These applications highlight how the brand can move beyond its current focus and adapt to future challenges.
