Push Point.

Push Point came to me with a strong point of view and a weak brand system. The product was sharp — a precision training tool for athletes who care about form over flash — but the identity was generic, loud, and pulling in five different directions at once.

I rebuilt the brand around a single organising principle: count what matters, ignore what doesn’t. Every element of the system — the logo, the motion vocabulary, the numerical typography, the sound signature — maps back to that one idea.

The result is a brand that feels as disciplined as the product it’s selling. Confident, quiet, and built to outlast a trend cycle.

I started with the counting. Before sketching a single logo, I spent a week with the product, the athletes, and the numbers. What do coaches actually look at on the app? Which data points matter at rep 1 versus rep 12? What does a clean set feel like?

Those conversations gave me the foundation: numerical typography designed for speed-reading, a motion system built on a single “count beat,” and a colour palette that stays out of the way of the data.

Final delivery: identity mark, motion system, type lockups, sound signature, pitch films, and a full guideline document the in-house team still uses today.