BRIEF

Aureus Elite is a fitness and personal training brand that needed an expanded iconography system to represent different traits within their training philosophy. The goal was to create a set of symbols that could live beyond the main logo and work across apparel and brand applications.
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APPROACH

I designed a cohesive set of four animal-based icons—bear, lion, owl, and hawk—each representing a different performance attribute: strength, power, focus, and agility. While keeping the overall style consistent, each icon was given its own distinct colour to help differentiate the traits and give the system more visual identity when applied across apparel.

The forms were simplified into bold, scalable shapes to ensure clarity across embroidery and print. From the start, the system was built with garments in mind, so each icon could function independently while still feeling part of a unified brand family.

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OUTCOME

The final icon suite extends the Aureus Elite identity into a flexible system that communicates different athletic strengths through both form and colour. Each icon was produced as a custom hoodie application, turning the system into a physical, wearable collection that reinforces the brand’s fitness-focused positioning.