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

Krypteia SOF

Apparel line

One-colour graphics built for cheap screen printing

01 Mask, one colour

Gold on white, chest-print scale

02 Spear & rifle

Secondary lockup on a crimson tee

03 Distressed mask

Splatter texture, sleeve hits

04 Wordmark tee

Mask set into the Y, Canadian flag sleeve

Built for
the press

Every extra ink colour adds cost to every shirt. So the mark was designed in one colour first, then tested at chest-print size before any colour version existed.

The secondary lockup crosses a spear and a rifle behind the mask: the Spartan Krypteia and the modern operator in one graphic.

Sleeve hits carry the Canadian flag and unit-style numbers, so the line reads as Canadian-made for its veteran founders.

All graphics delivered as separation-ready vector files.

Military fitness brand · Dec 2020 – Oct 2021

Designed & illustrated by Nigel Jordan

Apparel line: one-colour mask, spear-and-rifle lockup, distressed mask and wordmark tees, all built for screen printing.

Krypteia SOF

Campaign & content

Strategy, email and print, built on one brand

05 eNewsletter

Remembrance Day fundraiser

06 Consumer profile

Demographics & motivation

07 Social campaign

Krypteia for Kids charity plan

08 Hunters Diet guide

Training booklet: layout, cover art and the warrior character

Before any campaign art, I wrote the consumer profile: soldiers, first responders and Special Forces candidates, ages 21 to 45.

That profile drove a Remembrance Day email fundraiser and a holiday charity campaign, Krypteia for Kids, across Instagram, Facebook and YouTube.

The same mask, palette and type carry through the email, the social plan and the printed training guides.

Military fitness brand · Dec 2020 – Oct 2021

Designed & illustrated by Nigel Jordan

Campaign and content: consumer profile, Remembrance Day email fundraiser, Krypteia for Kids social plan and the Hunters Diet training guide.

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

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Read the case study