CLIENT
Steelo Sports
YEAR
2021
ROLE
POSITIONING
VISUAL IDENTITY
ART DIRECTION
creating a brand that transcends sport
Steelo Sports is the first Black-owned company to supply superior baseball products to contemporary major league players. Our goal was to create a visual presence that positions Steelo as an aspirational lifestyle brand that opens out onto a timeless, stylish, and elevated version of the baseball world. Product becomes an accessory, a marker of a certain kind of player that likes to express themselves. Steelo transcends beyond sports equipment and and roots itself in history, fashion, hip-hop and culture.
I worked closely with the Steelo team to reposition them strategically and expand their brand’s visual language to reflect their elevated brand and transform them into a premium, fashion-forward sports retailer. Visually, I aimed to elevate their streetwear edge and lean into visual storytelling. Steelo imagery tells a story through baseball environments, iconic moments, and editorial fashion photography.
Layouts
Social
Brand Guide
Homepage
Typography System
Moodboard
