Atletismo Viana

Client

AAVC

Type

Brand Identity

Art Direction

Year

2025

About

This local athletics association was in a transition phase, with a small, newly formed leadership and unclear communication tools. The project focused on rebuilding their visual identity from the ground up, working iteratively in batches over almost a year to allow space for learning and adjustment.

The challenge of unifying a diverse communication need under one clear and consistent brand voice.

I developed a flexible brand system that gave the association a consistent voice while allowing each channel to serve its specific purpose. Instead of shifting tone for every internal request or audience segment, the identity worked as an umbrella: coherent in personality, structure, and visual expression, but adaptable in the type of information shared. This helped the new leadership communicate with clarity across members, athletes, families, and the wider community.

The real opportunity of owning trust throughout an entire process.

Working as a solo art director with full creative ownership meant I could design the system the way it needed to be designed, not the way it had always been done. It meant the work could go further than a typical institutional rebrand.