Printed brand style guide open on a white surface, showing the colour swatches and mask logo pages
Work

Identity and style guide for an online training company founded by Canadian military veterans.

Client

Krypteia SOF

Sector

Military Fitness Training

Year

October 2021

Scope

Identity, apparel, campaign artwork, brand style guide

The problem

An online training company founded by Canadian military veterans. The audience is serving soldiers, law enforcement, firefighters and people training for Special Forces selection. They needed a brand with real weight behind it, not the usual fitness look.

The approach

I built the mark by combining a Spartan helmet with Canadian forces insignia, and pulled the palette from Spartan colours. The reference had to read as earned rather than decorative, because their audience would notice immediately if it didn't.

The system

Geometric Spartan helmet mask rendered in black with a faceted metal texture
The mask. Geometric and hard-edged, so it survives one-colour printing on apparel.
White line version of the mask with a spear and rifle crossed fully behind it, the mask itself unbroken
Crossed spear and rifle. The Krypteia were a unit of the Spartan military two thousand years ago, and the brief positions the company as the formula for the ultimate self-soldier. The mark had to carry both ends of that.
Colour guide page showing gold, deep red and grey swatches with hex values on a black ground
Palette pulled from Spartan colours. Mostly black, deep red and olive.
Style guide page setting out logo variations and incorrect usage examples
Usage rules, so the mark stays right once it leaves my hands.
Illustrated warrior in tactical gear holding a spear, wearing the mask
Character work for campaign material.

In application

  • Apparel

  • Apparel

  • Remembrance campaign newsletter

  • Campaign direction, including the Krypteia for Kids Christmas charity push

  • Product range

Scope

Eleven-month engagement building a full identity and apparel graphics system for a military-fitness brand. Delivered complete, style guide included.

Need a launch cut or a sound to go with it? That gets built here too. The sound

Next project

A full-length album for three brothers wearing one crown.

Read the case study