Peaks Sports

Various designs for a sports company

Services

Brand Strategy

Art Direction

Visual Identity

Product Design

Year

2025

Info

Peaks Sports is a trail running and endurance sports organisation focused on building a global community around movement, challenge, and outdoor exploration. Founded in 2022, the company has quickly grown into a leading force in the UAE’s ultra trail running scene, organising large-scale races that bring together athletes from around the world and promote an active, community-driven lifestyle.For this client, I developed a cohesive visual identity across multiple physical and experiential touchpoints. My work included the design of medals and trophies, race bibs, medal straps, event arches, and apparel for both athletes and crew. The goal was to create a unified and impactful brand presence that enhances the race experience while maintaining consistency across all elements - from start line to finish line.

There was no formal brief in the traditional sense. The client found my work through word of mouth (a friend who had attended one of the races showed her what I had made) and the relationship grew organically from there, beginning with the first race, Last One Standing. I worked as sole designer and de facto art director, translating the owner’s emotional brief for each race (what she wanted it to feel like and represent) into a visual system, and executing every file end to end. She then handled manufacturer relations and production.

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Brief: The owner wanted the race medal and wider event materials to feel distinct from a generic sports medal, something that carried the story of the race, not just a logo.

Insight: A logo applied to a standard disc would feel interchangeable. The story needed to be built into the object itself.

Action: I used the actual race track as the medal’s outline, engraving mountain contour lines and incorporating Peaks Sports’ moss green for texture and depth. A supporting ring structurally held the shape while housing the ribbon slot. This system (track outline, contour texture and ribbon) then scaled across the trophy, apparel, race bibs and finishers’ arch.

Outcome: The collaboration continued across three races before ending for logistical reasons unrelated to the work, reinforcing that the design system was successful for the client.

Brief: The owner wanted the race medal and wider event materials to feel distinct from a generic sports medal, something that carried the story of the race, not just a logo.

Insight: A logo applied to a standard disc would feel interchangeable. The story needed to be built into the object itself.

Outcome: The collaboration continued across three races before ending for logistical reasons unrelated to the work, reinforcing that the design system was successful for the client.