Upside OS
MindFrame
MindFrame
Designed a modern/athletic brand identity for a forward-thinking identity project, incorporating minimalist typography and a black & white to reflect its innovative ethos.
Designed a modern/athletic brand identity for a forward-thinking identity project, incorporating minimalist typography and a black & white to reflect its innovative ethos.
Year
2025
Year
2025
Year
2025
Client
Mindframe
Client
Mindframe
Client
Mindframe
Industry
Athletic Apparel
Industry
Athletic Apparel
Industry
Athletic Apparel
Project Duration
Ongoing
Project Duration
Ongoing
Project Duration
Ongoing
Intro
MINDFRAME is an athletic lifestyle concept built around the mentality behind movement. The goal was to create an identity that could live across training, running, music, apparel, and culture without feeling limited to traditional fitness branding.
Objective
Build a brand that feels like more than apparel. MINDFRAME needed a distinct visual language and point of view capable of turning passion, art, and mentality into an identity people could see themselves in.
Challenge
Fitness apparel is crowded with brands built around similar ideas of discipline, intensity, and performance. MINDFRAME needed its own point of view without becoming another traditional gym brand. The challenge was creating something athletic, artistic, and culturally relevant at the same time.
Result
A flexible brand world built around PASSION • ART • MENTALITY. The resulting identity combines bold typography, raw imagery, music-influenced graphics, apparel, and packaging into a system designed to evolve across products, collaborations, and experiences.
Latest Projects
Upside OS
MindFrame
MindFrame
Designed a modern/athletic brand identity for a forward-thinking identity project, incorporating minimalist typography and a black & white to reflect its innovative ethos.
Designed a modern/athletic brand identity for a forward-thinking identity project, incorporating minimalist typography and a black & white to reflect its innovative ethos.
Year
2025
Year
2025
Year
2025
Client
Mindframe
Client
Mindframe
Client
Mindframe
Industry
Athletic Apparel
Industry
Athletic Apparel
Industry
Athletic Apparel
Project Duration
Ongoing
Project Duration
Ongoing
Project Duration
Ongoing
Intro
MINDFRAME is an athletic lifestyle concept built around the mentality behind movement. The goal was to create an identity that could live across training, running, music, apparel, and culture without feeling limited to traditional fitness branding.
Objective
Build a brand that feels like more than apparel. MINDFRAME needed a distinct visual language and point of view capable of turning passion, art, and mentality into an identity people could see themselves in.
Challenge
Fitness apparel is crowded with brands built around similar ideas of discipline, intensity, and performance. MINDFRAME needed its own point of view without becoming another traditional gym brand. The challenge was creating something athletic, artistic, and culturally relevant at the same time.
Result
A flexible brand world built around PASSION • ART • MENTALITY. The resulting identity combines bold typography, raw imagery, music-influenced graphics, apparel, and packaging into a system designed to evolve across products, collaborations, and experiences.
Latest Projects
Upside OS
MindFrame
MindFrame
Designed a modern/athletic brand identity for a forward-thinking identity project, incorporating minimalist typography and a black & white to reflect its innovative ethos.
Designed a modern/athletic brand identity for a forward-thinking identity project, incorporating minimalist typography and a black & white to reflect its innovative ethos.
Year
2025
Year
2025
Year
2025
Client
Mindframe
Client
Mindframe
Client
Mindframe
Industry
Athletic Apparel
Industry
Athletic Apparel
Industry
Athletic Apparel
Project Duration
Ongoing
Project Duration
Ongoing
Project Duration
Ongoing
Intro
MINDFRAME is an athletic lifestyle concept built around the mentality behind movement. The goal was to create an identity that could live across training, running, music, apparel, and culture without feeling limited to traditional fitness branding.
Objective
Build a brand that feels like more than apparel. MINDFRAME needed a distinct visual language and point of view capable of turning passion, art, and mentality into an identity people could see themselves in.
Challenge
Fitness apparel is crowded with brands built around similar ideas of discipline, intensity, and performance. MINDFRAME needed its own point of view without becoming another traditional gym brand. The challenge was creating something athletic, artistic, and culturally relevant at the same time.
Result
A flexible brand world built around PASSION • ART • MENTALITY. The resulting identity combines bold typography, raw imagery, music-influenced graphics, apparel, and packaging into a system designed to evolve across products, collaborations, and experiences.