First or Nothing came to

First or Nothing came to me as a founder-led supplement brand already selling well, but their logo was just the wordmark paired with a number 1 icon, simple, but it didn't mean anything.

So I built a new layered mark rooted in the brand's actual strategic positioning, its obsession with going all in, four elements converging into one focal point, arrows becoming a mountain, a face, an eye, the glabella line between your eyebrows that only shows when you're truly locked in.

Every version had to earn its place on two fronts at once, sharp and scientific enough to trust with what you put in your body, human enough to want on your chest.

From there I built out the full brand system, logo, icons, typography, colour palette, illustration direction, apparel, all carrying that same instinct for hidden meaning that rewards a second look.

The result is a brand people don't just buy from, they want to wear it, explain it to a friend, and go all in with it.