Complete Competitor
Role • Brand Design, Visual Design
Complete Competitor is a mental health and wellness platform that is focused on working with student athletes with heavy workloads in high school and college. They make it easy for student athletes struggling with their mental health to find actionable resources near them and on-campus while monitoring athlete’s mental and physical health over time through daily check-ins.
The team needed help with an identity for the launch of their app and platform, and a pitch deck that they could use for their pre-seed round of funding. I worked closely with the Complete Competitor co-founders to develop an identity that would appeal to student athletes and position them as a path to better performance for these athletes to answer the question, ‘How do we get student athletes to actively participate in daily mental and physical health check-ins on our app?’.
After a discovery call with the Complete Competitor founders where we explored their goals, vision, journey so far and motivations, I outlined a new mission, vision, pillars and voice to form the core of their new brand strategy. The entire strategy was based around the idea of Complete Competitor acting as a path or platform for enhancing your performance and wellbeing as an athlete, and an identity that they can use to form online social communities around.
The logomark is based on a three-lane athletics track with half the track cut out via a diagonal cut through the middle to better express forward motion. The three-lane track might also symbolize the different layers of the human brain. It’s simple, scalable and allows for expansion. The logo can be expanded by using the full track as a graphic element in promotional material. The color scheme is a sky blue along with its complementary color of a deep pastel yellow. These individual elements work well together to create a fun identity that can scale with Complete Competitor and allow them to build a community around their mission.
