Brief / Alignment
November 2025
→ Primary Goal
Develop general visual direction for AMAX Speed Training to elevate and expand the brand’s visual presence, providing high-quality guidelines that connect with its audience, and strengthen AMAX’s ability to stand out in the athlete training space.
→ Project Deliverables
BRAND GUIDE (10 page pdf)
• Color Palette
• Typography System
• Tone of voice / Brand Personality Summary.
• Visual Direction / Moodboard (Photo/ Apparel / Reference)
• Two Apparel Mockups (Hat and T-shirt)
• Light social/ digital direction (Tone/ Layout/ Caption Examples)
• Color Palette
• Typography System
• Tone of voice / Brand Personality Summary.
• Visual Direction / Moodboard (Photo/ Apparel / Reference)
• Two Apparel Mockups (Hat and T-shirt)
• Light social/ digital direction (Tone/ Layout/ Caption Examples)
→ Keywords
→ Visual Direction
Overall Feel:
Clean, disciplined, high-performance.
Think NikeLab x Collegiate Performance, elevated yet grounded in authenticity.
Color Direction:
Black, White, Gray with accents: Muted tones/earth or training-inspired colors (not vibrant).
Clean, disciplined, high-performance.
Think NikeLab x Collegiate Performance, elevated yet grounded in authenticity.
Color Direction:
Black, White, Gray with accents: Muted tones/earth or training-inspired colors (not vibrant).
Purpose:
Separate “training” colors vs. “off-the-field” lifestyle tones.
Separate “training” colors vs. “off-the-field” lifestyle tones.
Typography:
A strong, timeless sans-serif system that balances technical precision with modern warmth.Typeface exploration to support both the performance and education sides of the brand.
Photography & Imagery:
Real athletes in motion — raw, authentic, focused.
Deep contrast, natural light, minimal backgrounds.
Showcase posture, rhythm, and intensity.
Highlight team moments, unity, and purpose.
Visual references:
YETI, Alphaland, Antinomy.
→ Visual References
Combining data points with photography, to communicate science behind the training, could be personal records, heart rate, measurements, personal thoughts, etc, over blurry photos that convey movement, effort, sweat, the hard work and discipline that happens when during athlete training.
→ Lifestyle
Confident athletes post training, and how their confidence translates to any life aspect outside of the court, we show that through close-up photography. I like the idea of the frames on the ACG example. Perhaps we can connect the close-up photo with an abstract clue of the sport they participate in (an empty running track or a segment of the gym)
