AJ Athletic
As Creative Director for AJ Athletic, I lead all design and creative initiatives for the brand. Working as part of a five-person team, I developed the company’s complete visual identity, from logo suite and color palette to social assets, apparel branding, and e-commerce presence. I designed and built the website, and I continue to collaborate with the founder to create the full apparel line. Since launching in September 2025, I’ve directed all creative output for the brand, ensuring a cohesive identity across digital, product, and marketing touch-points.
UX
Branding
Graphic Design
Project Overview
My Role: Creative Director
AJ Athletic is a mission-driven athletic apparel startup connected to AJ Tennis Academy International, which runs tennis camps for underserved youth worldwide. With 20% of all profits supporting the academy, the company needed a strong creative foundation to communicate its dual focus on performance apparel and social impact. My role was to build a brand identity that could resonate in the competitive athletic wear market while also reflecting its philanthropic mission. By unifying branding, digital presence, and product design, I helped establish AJ Athletic as both a lifestyle brand and a force for community impact.
I designed AJ Athletic’s primary logo and garment logo to reflect both the brand’s athletic identity and its deeper story. The mark is inspired by Kiwi, the Newfoundland dog who was the beloved companion of Justin, co-founder of AJ Tennis Academy International. The academy’s mission—teaching youth worldwide the 3Cs of Curiosity, Concern, and Confidence—guided my design process. The main logo captures the bold, modern energy of an athletic brand, while the garment logo offers a flexible, simplified version that can live across apparel, accessories, and digital applications. Together, the two logos honor Justin’s legacy and the academy’s philanthropic vision, while giving AJ Athletic a strong, versatile brand presence.
