AJBell Creative
AJBell Creative
I worked with the ASP team to design a few creative assets to assist with their brand refresh, such as the ASP Run Club 2025 Singlet design, logo modernization, and the logo for a new bar opening inside one of their stores. The goal of the refresh was to shift the brand a little to attract a younger, competitive audience.
I worked with ASP’s team to design their 2025 racing singlet. The team wanted it to have a frayed appearance with their brand refresh colors on a black singlet. I selected the font and chose a large, stacked layout so that it reads “ASP” vertically.
The goal of the logo modernization was to tweak the existing, hand-drawn logo about 25% to retain the original hand-drawn look and feel of the brand while giving it a more modern appearance. To do this, I made the snail’s eyes lean back over the shape of the shell to appear more aerodynamic, smoothed out the letters inside the shell, and condensed “pace” and “running shop” to make the space below feel lighter, removing the black “road” that was behind the letters.
I designed the logo for an in-store bar that ASP is planning to open at one of their locations.