Brand identity / Website / Apparel
MST Systems.
Identity, website design and apparel for a strongman coaching business built around strength, community and performance.
- My role
- Brand strategy, visual identity, website design and apparel design through PulseFit.
- Project
- Client project through PulseFit
01 / THE BRIEF
Match the quality of the coaching.
MST Systems is the strongman training and education company founded by Shane Jerman. Its coaching had earned a respected reputation, but the identity and website did not communicate that quality consistently.
The business needed one visual language across its coaching offer, marketing and apparel — something that reflected the athletes and the community behind it.
02 / THE IDEA
Make the strength recognisable.
Build the identity around the values already at the centre of the business: strength, community and performance. A direct visual language and the line “Making the strong. Stronger.” give that position a recognisable expression.
The same system needed to work on a screen and on a shirt, without becoming a different brand at each touchpoint.
03 / THE BUILD
One identity across screen and kit.
The work began with the brand foundation, then moved into the logo and wordmark, colour, typography and usage guidance. The website design made the coaching services easier to explore and gave the identity a clear digital expression.
Apparel extended the same language into front-and-back T-shirt artwork. Together, the identity, website and clothing created a connected presentation of the business.
04 / THE SCOPE
What went into it.
- 01
Brand strategy
Clarified the strength, community and performance values that shaped the identity.
- 02
Identity system
Developed the logo and wordmark, colour palette, typography and brand guidelines.
- 03
Website design
Carried the identity into a website designed to make the coaching offer easier to understand and explore.
- 04
Apparel design
Extended the system into branded T-shirt artwork with distinct front and back applications.
IN THE DETAIL
A closer look.
05 / THE RESULT
Where it stands.
A cohesive identity with website and apparel applications, giving MST Systems a consistent way to show up across its core touchpoints.
Client project through PulseFit · 2024. Original project artwork shown.
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