a self-initiated rebrand exploration for underdog sports inc, a sales agency for the sports industry. their line is "for the ambitious, the relentless, the determined", so i took the name at its word: an underdog with bite. a bulldog.
about underdog sports
underdog sports is a sales agency built for the sports world, helping businesses in the industry grow through outreach, strategic consulting, partnerships, and wholesale. they work with everyone from startups to established names. the brand had to carry the grit that's already in their pitch, not look like one more tidy corporate sales firm.
the idea
"underdog" only lands if you mean it. a bulldog says the whole thing in one face: small, stubborn, and impossible to shake once it commits. tenacity you can see. so the identity is mascot-first, the way a team's is, because that's the energy the name is promising.
sketch to mark
it started on paper, finding the face: heavy brow, set jaw, eyes that mean it. then into vector, where the line weight and the red-on-grey got settled.
the identity
a primary lockup for headers, and a badge emblem for everywhere a team would put a crest: jerseys, flags, doors.
the palette
a deep, bruised red for the fight, greys for the dog, a flash of gold so it reads on a banner from across a lot. black and white hold it together.
in the world
a mascot identity earns its keep at scale, so i mocked it where it would actually live: a building, a flag, a stand.
thanks for scrolling