In their own words
This is not a gym hiding behind a polished brand.
They rarely have huge budgets, but they have soul.
The old crest had a hand-drawn charm we respected, but it wasn’t performing today.
Understanding how GJØA lives day to day in Brooklyn, how families experience the club, and what the Norway Cup means across generations gave us real perspective.
At the onset of this project, the Citrix wordmark was not on the table, nor up for discussion, having been set in stone for three decades.
Nobody sees the world like Matt Blease; he offers a whimsical but remarkably instinctive perspective on modern life (and work).
Articles & interviews3
- Athletics Builds Arbroath Boxing Club Brand Around Heritage and Belonging
The Brand Identity interviews designer Malcolm Buick of Brooklyn-based studio Athletics about creating a new identity for Arbroath Amateur Boxing Club in Scotland. The project draws on the town’s heritage, using a portcullis symbol from Arbroath Abbey, bold utilitarian typography, and photography by Buick’s father, the club’s president. The identity emphasizes honesty, community, and belonging over polish or commercial gloss.
- How Athletics rebuilt the brand of New York’s oldest youth soccer club
Athletics rebranded Sporting Club GJØA, New York’s oldest youth soccer club, creating a modern yet heritage-rooted identity centered on a geometric ship crest. The design honors the club’s Norwegian maritime origins while improving functionality across uniforms, signage, and digital platforms. Photography by North Sea Air and typography by Luzi Type’s Yport complete a system that reflects community pride and continuity.
- Athletics' personable identity for Citrix provides the software giant with the 'space to succeed'