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I Didn't Design This Shirt. I Found It.
Bryson at The Open, wearing a Reebok Golf polo built from
an actual 1990s archive discovery.
Second build in this SS26 Reebok Golf series with Bryson.
That distinction matters.
This didn't start as trend research or a graphic idea for the moment.
It came from Reebok.
The visual driver was rooted in BLACKTOP, an era where Reebok owned a clear attitude in sport and culture.
Outdoor basketball. Asphalt energy. Confidence. Defiance.
A counter-culture point of view.
The work was taking that original Reebok attitude and bringing it into golf in a way that matched the brand's energy and Bryson's mindset.
_ High-performance Material
_ Modern Construction
_ Strong BLACKTOP Visual Language
That contrast is what made it feel owned.
Not retro. Not costume. Reebok.
Bryson is the right archetype for that idea. Powerful. Technical. Unconventional. A modern athlete carrying the same tension
Reebok has always had at its best -- performance with personality,
sport with culture, disruption with purpose.
The archive kept it. I just knew where to look.
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Using Football Insider as the master brand, I developed a central concept that brings “The Insider” to life. This led to a distinctive icon built from the letterforms ‘F’ and ‘I’, forming a figure standing over a football and pointing towards the brand name. This created a bold, ownable mark designed for instant recognition across digital platforms.
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CHARGE — Brand Concept
Challenge
The focus gum category is crowded with products that rely on functional claims, lifestyle clichés, or overly clinical branding. CHARGE needed a visual identity that immediately communicated energy, confidence, and momentum while feeling premium enough to compete on modern digital shelves.
Idea
Energy. Focus. Go.
The concept treats focus as movement rather than concentration. Every graphic element—from bold typography and angular compositions to kinetic motion and athletic photography—reinforces the feeling of acceleration.
Rather than telling people they’ll feel energized, the brand is designed to make them feel energized the moment they encounter it.
Visual Language
A bold, high-contrast design system built around oversized typography, dynamic geometric forms, clean white space, and vibrant product colors creates an instantly recognizable identity. Bright lifestyle photography captures moments of determination, speed, and achievement, while the colorful packaging becomes a hero element across every touchpoint.
Motion System
The motion language is driven by momentum. Type slides with purpose, products snap into frame, athletes move through fast cinematic cuts, and macro product moments add tactile detail. Every transition is quick, precise, and intentional—mirroring the instant boost associated with the product.
Photography
Instead of generic fitness imagery, the photography celebrates peak performance across multiple sports and disciplines. Powerful portraits, dynamic action, and vibrant outdoor environments create a feeling of optimism and forward motion while reflecting a diverse community of high performers.
Outcome
The result is a contemporary consumer brand that feels energetic, premium, and highly scalable. The identity extends seamlessly across packaging, social media, motion graphics, advertising, digital experiences, and retail—creating a cohesive brand system that is memorable both on shelf and on screen.
Treating focus as movement instead of concentration is a sharp reframe, most gum brands default to clinical or minty-clean visuals instead. The kinetic macro shots are doing a lot of the heavy lifting here. Was that photography direction locked in from the start, or did it come...