Montirex had experienced huge growth in a short space of time, evolving from two founders selling sportswear from a bedroom into one of the UK’s fastest-growing performance brands, stocked in retailers including JD Sports. Despite that momentum, the brand had little visual structure beyond the logo itself. I helped create the foundations of the identity system, developing typography, colour frameworks, holding devices and a flexible visual language designed to scale across campaigns, retail and digital touchpoints. The core idea centred around simplicity and adaptability. Montirex became a primarily black and white brand, supported by a dynamic secondary colour system that could shift depending on the featured apparel colourway. The result was a brand identity that felt clean, confident and performance-led without losing flexibility or energy.