Aithos Sport is an e-commerce company driven by a commitment to fostering active and healthy lifestyles. Offering custom trainer sneakers and top-quality resistance bands to make it easy for individuals of all ages to access a straightforward and effective workout routine in the comfort of their own homes.

Project Overview

When Aithos Sport embarked on their journey into the fitness market, they recognized the need to establish a strong brand presence from the ground up. With a vision to create a compelling brand identity and build an effective online presence, Aithos Sport partnered with our team.

Our collaboration began with the creation of Aithos Sport’s brand identity, starting with the development of a distinctive logo expertly crafted by our Chief Creative Officer, Sam Rooeintan. My role in the project focused on shaping their brand identity through website design and the development of essential marketing materials.

To lay the foundation for this new brand, we conducted in-depth research to understand their target audience, competitors, and industry trends. This research guided the creation of their brand’s identity, including the development of a unique information architecture (IA), wireframes, and mood boards for their website.

We were inspired by Aithos Sport’s mission and tagline, ‘Conquer your mountain,’ which significantly influenced the creation of our logo, print materials, and digital assets. Our goal was to design all assets, especially the website to reflect their brand values and personality while supporting their market objectives. We strategically incorporated unique visual elements to set the foundation for brand recognition, including the shoe lace pattern, mountains, and a vibrant color palette, to create a cohesive and dynamic brand identity reflective of their industry. 

Our mission was to help Aithos Sport establish a strong presence in the fitness market, and this project marked the beginning of their exciting journey to become a recognized and trusted name in the industry.

Skip the case study and assets provided in each phase, view the final designs

Research and testing

Discovery and project success criteria

Deliverables included

  • Discovery deck (assessment overview)
  • Project success statement
  • Information Architecture

Tactics included

  • Market Research
  • Stakeholder interviews and surveys
  • User survey and heatmapping
  • Content audit and ideation
  • Creative Brief

Tools Used

  • Google PPT
  • InDesign
  • Illustrator
Project Success Vision

The project’s success will establish a fresh and dynamic presence for Aithos Sport in the fitness market, faithfully reflecting the brand’s voice and message. The creation of a meaningful and distinctive logo served as the catalyst, injecting vitality into the foundation of our partnership journey with Aithos.

With a data-driven strategy, the brand and a newly established website presence will effectively meet the needs of both internal stakeholders and external users. This enhancement significantly boosts visibility for customers and sales.

Inspired by Aithos Sport’s tagline, ‘Conquer your mountain,’ we strategically incorporated elements such as the shoe lace pattern and mountain motifs, infusing messaging into their branding elements and reinforcing their mission with visual impact.

This brand, along with its associated assets, will empower Aithos Sport not only to thrive but also to excel in the competitive fitness market, delivering their unique fitness solutions with unmatched excellence; firmly establishing Aithos Sport as a recognized and trusted name in the industry.

Brand strategy


Deliverables included

  • Final logo concept
  • Defined color palette
  • Typography selection
  • Branding sheet & guidelines
  • Print collateral

Tools Used

  • Illustrator
  • Photoshop
  • InDesign
  • Google Suites (Presentation)

We embarked on a creative journey to establish Aithos as a strong brand within the fitness industry. Our goal was to capture the dynamic energy and the essence of the company’s mission while positioning them effectively in the market. To achieve this, we started with the brand mark—a harmonious fusion of vibrant colors and captivating visual elements like shoelaces and mountains. This ensured that the brand’s visual identity resonated with its product offerings.


The meticulously designed logo features mountains, with the peak centered within a circle, reflecting the essence of the “Conquering your mountain” tagline and symbolizing the product’s ultimate goal. This transformation not only introduced Aithos as a brand but also underlined our commitment to excellence, helping them distinguish their product in the highly competitive at-home fitness industry.

Final logo selections
Horizontal logo
Vertical logo
Brand elements
Color palette
Brand pattern
Brand palette

Supporting brand collateral

Creating a unique visual system and strategy

Design and Functionality

Visual planning

Determine structure and aesthetic

Deliverables included

  • Moodboard
  • High fidelity Wireframes
  • Responsive designs

Tools Used

  • Google Suites 
  • Photoshop
  • Illustrator
  • InDesign

Leveraging insights gathered during the discovery phase, allowed us to set clear expectations for project success. These expectations then guided the structuring of the website’s information architecture. This smooth transition seamlessly led us into the visual and structural planning of the interface, with a particular focus on streamlining the design phase through a single mood board that encouraged visual exploration. This mood board served as the central source of inspiration for crafting high-fidelity wireframes.


Throughout the project, our collaboration with both the client and the development team played a pivotal role; allowing us to maintain the scope of the solution within budget while pushing the boundaries of structural presentation. Building upon the high-fidelity wireframes, we established a robust foundation for infusing the design with the newly established brand identity, incorporating color schemes, complementary typography, and meaningful design elements across the website.


Our meticulous attention to detail extended to the careful positioning of pathways to ensure that user journeys remained seamless. This resulted in an engaging and user-friendly website that not only successfully captured the desired visual style but also delivered an intuitive user experience in alignment with the site’s goals and aspirations.


Design planning deliverables

Mood board creation

After crafting a fresh logo and branding elements, we used a comprehensive mood board to guide the visual direction of Aithos’ web design, seamlessly aligning with the client’s vision and brand messaging.


When selecting a diverse array of pages to structure during wireframing, the primary objective was to ensure the inclusion of all necessary components and functionality. Explore the key wireframes that set the foundation for the design. 


Final design outcomes

*site may appear slightly different due to client management

The project’s success marked the establishment of a new brand identity, including the creation of a visually captivating, user-friendly, and responsive website, as well as various marketing materials supporting their mission. This visual identity powerfully conveys the company’s dedication to streamlining customers’ fitness journeys, with a particular emphasis on enhancing visibility and introducing tailored products to the market.