Team Stressless is an international speed skating team with the mission to advance the sport of speed skating. The team management came to us to ask if we could create a visual design that would strengthen the team’s identity.
It was clear that the international aspect of the team should be the focus for the new branding strategy. We emphasized this international character by introducing the tagline “Skate Global” and communicating it across every channel.
This idea was also our basic thought in developing the visual identity.
“The track around the world”:
The track consists of two lanes. The inner lane stands for the individual athletes, and the outer lane for the environment and support that the team offers the athletes.
These two tracks come together in one to symbolize that everyone has to work together to get the maximum out of both the team and the athletes.
Uniformity and consistency:
We integrated this track, as a part of the team’s identity, into every visual: on clothing, newsletters, the website, social media, etc., as illustrated below.