Surge is an innovative health startup that uses AI-driven pulse tracking to optimize athletic performance in real-time. They contacted me to create a compelling brand identity that would position them as a leader in the health-tech space, attract their target audience of competitive athletes and coaches, and communicate their core values of precision, innovation, and empowerment. The goal was to develop a brand that stands out in a competitive market while reflecting their cutting-edge technology and dedication to athletic excellence.

Surge targets competitive athletes and performance coaches aged 20-40, focusing on real-time AI-powered pulse analytics for optimizing performance. Competitor analysis revealed direct competitors like WHOOP and Garmin emphasize wearables, while Surge differentiates itself with AI-driven insights specific to athletic performance. Insights showed the target audience values precision, actionable metrics, and sleek, modern aesthetics that convey trust and innovation. We positioned Surge as the pulse-driven performance optimizer, empowering athletes to train smarter, recover faster, and unlock their full potential. With a tone that blends expertise and inspiration, Surge’s core values—performance, reliability, and innovation—guide every aspect of the brand identity. The strategy centers on communicating trust, cutting-edge technology, and empowerment to establish Surge as a trusted partner in athletic growth.

The logo features a dynamic waveform representing pulse data, symbolizing motion, energy, and innovation. A clean sans-serif typeface was chosen for its modern and tech-savvy feel. The color palette uses bold greens and blacks to signify vitality, technology, and trust, paired with gradients for a futuristic touch. The visual system incorporates sleek lines and data-inspired patterns, reinforcing the brand’s focus on analytics and performance. Marketing materials highlight Surge’s value through visuals of athletes in action, complemented by sharp, minimalist design to maintain a professional yet inspiring image.