Athletic Wear Rebrand

It’s All About Mentality was a start-up apparel company that reached out to me after they experienced challenges a logo design. Together we went from a logo design to a brand strategy that should sustain the company for some time.


The logo was roughly hand lettered and then sculpted digitally as a blended serif and san-serif monogram. The mark was iconic as it created a language that went beyond a symbol. The use of the monogram actually spells out what the brand was about. The brand name It’s All About Mentality spelled out IaaM and the monogram plays on that to create a brand that people can identify with and be motivated by. The company at the outset said it wanted its brand to transcend basketball and have applications for every demographic that was active. The solution we found did just that.