TCA is an online sportswear label that manufactures and sells exercise clothing at an affordable price point, primarily through Amazon. As part of their growth strategy, TCA aimed to launch their own e-commerce website and expand into physical stores.

TCA’s philosophy is simple: to create high-quality, accessible fitness apparel for all. A new identity was designed to reflect TCA’s straightforward approach to fitness. The ‘T’ in TCA was extrapolated into a human torso, forming a logo mark that symbolises strength, empowerment, and success. This visual element became a versatile graphic device, splitting to reveal slogans, images or words.

As part of the new identity, I directed the brand’s first campaign, featuring four athletes. The resulting visuals became the backdrop of the brand identity launch.

Applications included brand guidelines, packaging, swing tags and social media assets.