Brand Architecture

As Creative Director for athlete representation agency Disruptive Sports, I led a full brand overhaul after an audit revealed a fragmented identity with no system behind it. The work unified the agency and its coaching vertical, Disruptive Coaches, under a single brand architecture.

Building on the agency’s core equities, the new identity introduced a refined typographic system, a high-contrast black and white palette charged with an orange-to-red gradient, a signature snakeskin texture, and an emotionally driven photo standard. A new verbal identity, anchored by the tagline “That’s Disruptive,” gave every message the same unapologetic voice.

I codified the system in comprehensive brand guidelines and lead its application across every touchpoint: the website relaunch, pitch decks, career materials, print, email, and all content strategy, social and copywriting.

What changed:

• 3x year-over-year Instagram engagement at the same posting volume (April–October)

• ~10x year-over-year engagement in-season after the relaunch, with 5.5x engagement per post (September–October)

• +24% audience growth on Disruptive Coaches and +8% on the main channel within four months