LIMITLESS - ZERO -

Proposal

Some twin brothers came with a idea to start a sportbrand together.
A brand that tells a little bit about themselves but also their main purpose and vision. So they asked us if we can make a great logo with a whole branding identity behind it. Check this progress from beginning till end.

Problem

LIMITLESS – ZERO – was a completely new sportswear brand entering a highly competitive market. The brand started without any visual identity, logo, or established story, making it difficult to create recognition, trust, or emotional connection with potential customers.

To successfully launch and sell, the brand needed a strong foundation — one that could communicate purpose, ambition, and credibility from day one.

Target Audience

The brand is aimed at performance-driven individuals who see sport as a mindset, not just an activity.

Primary audience:

• Customers who connect with brands that represent mindset, identity, and ambition

• Fitness enthusiasts, athletes, and gym-focused consumers

• People motivated by self-improvement, discipline, and progression

• Consumers who value minimalist, premium sportswear with meaning

This audience expects authenticity, strong aesthetics, and a brand story they can identify with — not just functional apparel.

Challenge

The challenge was to build a brand from zero that could resonate emotionally with its audience while performing commercially.

Key challenges included:

• Creating a distinct positioning in a saturated sportswear market

• Translating the name LIMITLESS – ZERO – into a clear, inspiring narrative

• Designing an identity that works across apparel, digital platforms, and marketing

• Balancing storytelling with conversion and product appeal

• Building a scalable system that supports future growth

Solution

I led the brand strategy, logo design, and visual identity development for LIMITLESS – ZERO –, creating a cohesive brand system from the ground up.

The solution included:

• A brand concept built around starting from zero to reach limitless potential

• A bold, minimalist logo designed for instant recognition and strong apparel application

• A visual language that communicates performance, discipline, and progression

• A typography and color system aligned with both digital and physical touchpoints

• Brand elements that enhance perceived value and support sales conversion

Every design decision was driven by both audience insight and business goals, ensuring the brand identity not only tells a compelling story but also connects, converts, and scales.

The result is a confident, scalable sportswear brand positioned to build recognition, loyalty, and commercial success from its first launch.