Performance Captured

Background

Photographer and entrepreneur Matt Lollar has a keen interest in all kinds of sports and decided to put two of his great passions together to launch a brand new, high quality sports portraiture business in summer 2012.

Having worked with Matt on a number of previous occasions, I was delighted to have the opportunity to do so again. I assisted initially with a naming strategy and subsequently with the design of the business's forward-thinking corporate identity.

Idea

Matt has an amazing creative passion and strong stylistic preferences and so we met for a day to discuss the ins and outs of the venture, compare creative references and drink some good coffee!

Initial rounds of investigation brought out a number of strong ideas, which we narrowed down to a dynamic concept based on an abstract representation of the front limbs of an athlete caught or captured in action.

Execution

Refining the logo into an iconic, streamlined mark with custom type was a perfect way of representing such a high quality and energetic business venture.

The mark gave great scope for creative application on stationery and other promotional materials – the angles and line-work mimicking pitch and court markings, a perfect link to various sports and events. A full stationery suite was designed and the identity was applied to a new website.

Performance Captured now has a vibrant portfolio including work for many high-profile sports stars and mainstream lifestyle magazines.

Refining the logo into an iconic, streamlined mark with custom type was a perfect way of representing such a high quality and energetic business venture.

Deliverables:

  • Naming
  • Logo design
  • Brand consultation
  • Brand guidelines
  • Stationery