Rather than simply reworking the existing logo, I explored how the brand could have a more recognizable identity across its apparel. My early sketches played with Chris’s idea of using the brand’s initials, but I kept coming back to the idea of a custom hand-lettered wordmark that felt more fluid and personal.

I drew on references from New Balance, Malbon Golf, and contemporary run-club apparel to create a direction that felt more like modern lifestyle wear than traditional gym merchandise.

The final direction centered around two complementary pieces: a custom “Thirdline” wordmark that could work on its own as a simple front-of-garment label, and a refreshed halftone illustration of the iconic gym barn, paired with the full Thirdline Health & Fitness name for larger applications.

Using the existing brand colours, the two elements could be mixed and matched across apparel, creating a more versatile identity while keeping the brand recognizable.