Athletics

The Brand Identity · May 6, 2026

Athletics collaborated with Intuitive to expand the medical robotics company’s brand identity, centering on the symbolic ‘portal’ above the ‘i’ in its logo. The project evolved the visual system through motion behaviors, code-generated animations, and a flexible governance tool called Sesame. The refreshed identity balances technical precision with emotional storytelling, enabling global teams to create consistent, on-brand assets.

· Apr 20, 2026

UnderConsideration’s Brand New briefly spotlights the new logo for FGS Global, designed by Athletics. The article lists the project under the corporate industry and tags it with flared sans serif and green wordmark, indicating a refined and modernized identity update.

· Apr 13, 2026 · Interview

PRINT Magazine’s feature 'How Letterforms Carry Culture' by Amelia Nash explores Daniel Irizarry’s typographic project 'Between Worlds', which examines Puerto Rican identity and diaspora through three custom typefaces. The article discusses how Irizarry, a designer and creative director at Athletics, uses typography as a form of cultural preservation and critique of commercial design systems. Through interviews, it highlights the emotional and historical depth embedded in his type design practice.

· Mar 31, 2026 · Interview

The Dieline article profiles designer Daniel Irizarry’s personal project 'Between Worlds,' a typographic self-portrait exploring Puerto Rican identity and the cultural duality experienced by members of the diaspora. The piece reflects on the tension of belonging to both Puerto Rican and American cultures while feeling unclaimed by either.

Creative Boom · Mar 23, 2026

In this reflective essay, Kathryn Farwell, Head of Client Experience at Athletics, draws parallels between hospitality and creative partnerships. Using the story of a veteran Brooklyn waitress named Bonnie, Farwell illustrates how designing the client relationship is as vital as crafting the creative work itself. She argues that intentionality, empathy, and consistency transform client engagements into memorable, long-term partnerships.

Creative Boom · Mar 18, 2026

Creative Boom’s insight article by Daniel Irizarry, creative director at Athletics, explores how modern brand systems must balance structure and flexibility to remain resilient in a fast-changing cultural and technological landscape. Drawing on experiences with clients like Google and Okta, Irizarry argues that strong brands are anchored by a few essential elements and thrive when teams are empowered to adapt creatively. The piece emphasizes experimentation, collaboration, and the importance of defining what’s fixed versus flexible in identity design.

The Brand Identity · Jan 21, 2026

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.

The Brand Identity · Jul 29, 2025

Brooklyn-based studio Athletics developed a flexible, tactile brand toolkit for MoMA’s School & Teacher Program to make the museum more engaging for young visitors. The system layers doodles, stickers, and conversational text over MoMA’s established aesthetic, maintaining its identity while introducing playful, approachable elements. The project emphasizes adaptability, allowing educators to easily create materials that resonate with diverse student groups.

The Brand Identity · Jul 3, 2025

Athletics developed a flexible motion design system for Nike’s internal North American documentary series, creating a cohesive yet adaptable visual identity across six films. The system used colour-coded sticker tags, custom doodles, and consistent typography to unify diverse stories while maintaining individuality. Collaborating with North Sea Air and Revel, Athletics ensured the system was efficient, adaptable, and true to Nike’s energetic brand DNA.

The Brand Identity · Apr 10, 2025

The article by Poppy Thaxter highlights five serif typefaces—Domaine, GT Alpina, Panama, ABC Gaisyr, and ABC Arizona—that have made a strong impression across recent brand identity projects. It showcases how various studios have applied these fonts in branding for clients across art, hospitality, technology, and culture sectors. The piece emphasizes the expressive and enduring qualities of serif typography in contemporary design.

It's Nice That · Apr 2, 2025

Athletics designed a new identity for GOCA, a New York gallery dedicated to emerging Asian artists. The system draws inspiration from Japanese Katakana script and uses generative, algorithmic patterns to create an evolving visual language. The identity combines Kobe, GT Alpina, and ES Klarheit typefaces with a neutral, elegant palette and motion elements to reflect the gallery’s dynamic and inclusive mission.

The Brand Identity · Mar 12, 2025

Athletics created a modular, cross-cultural identity for GOCA, a new gallery in New York’s Chelsea district showcasing contemporary Asian art. The design uses a typographic system inspired by Japanese katakana and generative patterns to emphasize flexibility and spotlight the artists. The identity extends across print, signage, and digital applications, reflecting GOCA’s mission to bridge cultures through art.

Creative Boom · Feb 26, 2025

Creative studio Athletics designed the brand identity and digital experience for GOCA, a new gallery in Chelsea, New York, dedicated to emerging Asian artists. The identity blends cultural exchange and digital innovation, featuring a katakana-inspired wordmark and a flexible design system that adapts across physical and digital applications. The project emphasizes an artist-first approach, integrating motion, environmental branding, and editorial storytelling to reflect GOCA’s mission of cultural connection.

The Brand Identity · May 22, 2023 · Interview

The Brand Identity interviews New York-based comms+ agency Daly about their reinvention of traditional PR practices. Founder Alex Daly and Managing Director Ally Bruschi discuss their shift to a holistic 'comms+' model, their work with design studios like Pentagram and Athletics, and how they help creative clients build sustained visibility through strategic storytelling and newsletters. The piece highlights Daly’s evolution from crowdfunding consultancy to a full-service communications partner for design-led brands.

The Brand Identity · Mar 23, 2023 · Interview

The Brand Identity’s interview with Athletics designer Boyang Xia explores his career journey, creative philosophy, and key projects. Xia discusses joining the New York studio, co-founding the bilingual publication Little Sound, and designing a book cover for his favorite Chinese writer, Wang Xiaobo. The conversation highlights his emphasis on experimentation, collaboration, and cultural exchange in design practice.

The Brand Identity · Nov 4, 2020

Athletics created a personable new brand identity for Citrix, repositioning the software giant as a strategic partner focused on employee experience. The rebrand centers on a human, approachable wordmark and uses Public Sans, soft illustrations by Matt Blease, and collaborations with studios like CATK, Buck, and Huge to express the brand’s new strategic premise: 'the space to succeed.'