Southpaw Athletic Gear

Working with a small team to help launch a golden era boxing inspired sportswear fashion brand based in the UK.

Small budgets, big ideas – a challenge we could not resist. We worked with the two business partners to help name the brand, we then created an identity that would work in the 21st century sportswear market yet still hark back to its 1940s heritage. Bright colours combined with a hand drawn ‘S’ are used to create a crest that we use like a pin badge to support 1940s inspired imagery. The brand crest is supported by a clean, modern southpaw wordmark that is used on clothing tags and other garment prints.

We crafted a wordmark and logo that is modern yet representative of an era in boxing that had leather gloves, black and white photography and legends like “Sugar” Ray Robinson.

The Southpaw website was developed in partnership with the teams digital agency, we approached the initial wireframes and website planning with the idea that the site needed to be mobile first, fitting in with the consumer habits of the target 18-34 age demographic. A library of retro boxing photography are used across the site creating a distinct online brand with great visual impact.

What we did

Brand Development | Brand Guidelines | User Experience | High Fidelity Wireframes