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Sport and military rebrand
BUILT LIKE A TEAM
The Challenge
The Inside Edge was founded by an ex-Army captain and an England cricketer building a team-building and motivation business, drawing on two worlds where high-performing teams thrive. They needed a rebrand that spoke to both the sporting arena and the military, felt sharp and credible, and set the business up for future growth as its founders moved into a new chapter.
The Approach
We ran them through a full rebrand, blending both worlds into one identity. Concrete texture, distress and sharp, dynamic typography met bold black and white imagery that looked ripped from the pages of a sports magazine. The result was a complete brand guideline set covering everything from uniform to social, giving the business a confident, ownable look built for scale.
The Outcome
The finished brand identity was so well structured that the founders could take it away and build their own website with confidence, showing how a brand we create stays powerful in a client's own hands. With clear guidelines, imagery and assets in place, The Inside Edge was set up for growth and ready to compete in the team performance space.
Client perspective
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2026®