Chalk.

Chalk. is a developing startup brand creating apparel within the athletic training and performance space with an emphasis on weight lifting and cross training.

I created this branding concept to be clean, versatile, and effective. Intending to have a broad use case applied across web design, apparel, and promotional materials, the logo and branding icons hold up beautifully as either the focal point of a design, or the subtle, minimized brand tag of any item its applied to.

Through talking with Chalk. to help develop the brand's ideals and vision, the tagline, "It's what you do in the dark that puts you in the light," was created. Embodying the belief that the truest expressions of self are formed by and shown in the actions done when no one is watching.