Common Ground is a club built around one idea, that movement is better when you do it together, and it brings people together for running, cycling, yoga, hiking, and gym sessions that are open to everyone, week after week.

The identity for Common Ground was built around three ideas that the club itself lives by, which are movement, community, and inclusivity, and because the club is open to everyone, the visual language needed to feel welcoming to a first-time runner and a seasoned cyclist alike. Every choice was made so that people could look at the brand and recognize themselves in it, which is what turns a logo into something members want to wear, share, and belong to.

The system was designed to flex across very different activities, so the same identity works on a yoga mat, a cycling jersey, a trail marker, and a weekly schedule post without losing its character. That consistency helps the club feel like one community even though its sessions look very different from each other.

The goal went past giving the club a look, because the brand needed to help build a movement around it, and so the identity was made to be picked up and used by the members themselves. Shirts, stickers, group photos, and social posts.

Brand design

Merch designs