Brand Identity
OVRCOME PERFORMANCE
Turning resilience into design. Inspired by Carlos’s story, I crafted a logo, brand system, and social presence that reflect his mission to help others push through challenges and perform at their best.
Year :
2025
Industry :
Fitness/Coaching
Client :
Juan Carlos Obando
Project Duration :
6 weeks
BRIEF :
Challenges
OVRCOME PERFORMANCE needed more than just a logo. Juan Carlos, wanted a full creative partner to help him launch his coaching brand online. The challenge was creating a visual identity and digital presence that felt bold, motivational, and professional, while also making sure the content worked across fast-paced platforms like Instagram and TikTok. Since the brand was starting from scratch, everything had to be built in a way that was consistent, clear, and inspiring for athletes and clients alike.
Solution
I developed a flexible brand identity system starting with the logo, then expanded into social content, ads, and digital assets. The goal was to make OVRCOME feel energetic and trustworthy while standing out in the crowded fitness and coaching space. From visuals to tone, every element was designed to reinforce the brand’s message of discipline, resilience, and growth.
MY PROCESS :
Building OVRCOME PERFORMANCE started with understanding the story behind the brand. Juan Carlos wasn’t just creating another coaching business, he wanted a platform that motivated athletes to push past limits, both physically and mentally.
First Call – We talked about his vision for OVRCOME, his values, and how he wanted clients to feel when they saw the brand. Words like discipline, grit, growth, and mindset came up again and again, and these became the foundation for the visual direction.
Moodboard & Mindmap – I collected imagery, colors, and references that balanced strength with clarity: bold typography, athletic visuals, and motivational design cues. The mindmap helped tie everything back to the core brand values, making sure nothing was just “aesthetic” but actually had meaning.
Sketches – With direction set, I sketched ideas that explored movement, resilience, and simplicity. Some sketches leaned into dynamic arrows and upward motion symbolizing progress, while others focused on clean, powerful typography that could carry the weight of the brand without an icon.
This stage was all about testing the balance between “motivational energy” and “professional trust.” Making sure the identity could resonate with athletes but also feel credible as a coaching business.
LOGO PRESENTATION :
When it came time to present, I narrowed everything down to two strong directions:
Geometric OP Icon – A custom, heavy-weight logotype built on sharp edges and clean geometry. It was designed to feel unshakable, a representation of discipline and strength. The simplicity also made it versatile across merchandise, banners, and digital content.
Veteran Wolf – A hybrid concept that paired the OVRCOME name with a minimal wolf icon. The wolf was inspired by an anime (Toriko), which portrayed the animal as a veteran fighter, strong, wise, and relentless. To deepen the story, I added a subtle scratch across the wolf’s eye, symbolizing the battles Juan Carlos had to fight through in life to arrive where he is now. This design leaned more “techy” and dynamic, but also carried an emotional weight, tying resilience and personal struggle directly into the brand identity.
In the presentation, I explained how each concept could scale across platforms. From the small space of a TikTok profile picture to larger applications like posters or gym signage. Juan Carlos was drawn to the Geometric OP Icon for its clarity, but the wolf concept resonated deeply with his personal story. Ultimately, we carried forward the spirit of resilience from the wolf design into the final wordmark refinements.
Ad & Social Media Creation
Beyond the logo, I created a full suite of creative assets for OVRCOME. This included:
Social media graphics for Instagram & TikTok
YouTube thumbnails and channel banners
Short-form motivational video edits
Ads designed for both organic and paid campaigns
Website layout ideas to match the brand’s aesthetic
Since my website can’t showcase all of the video content I’ve produced, you can see the full range of reels, edits, and posts directly on Instagram @ovrcome_performance.
OUTCOME :
Today, I manage and create for all of OVRCOME PERFORMANCE’s social media platforms. Filming, editing, designing, and experimenting with content to grow the brand. While running the social side has been a new challenge for me, it’s pushed me to learn quickly and improve across every area of digital content creation. From logo design to video production, I’ve been able to handle anything and everything creative for OVRCOME, giving Juan Carlos the freedom to focus fully on his coaching.
More Projects
Brand Identity
OVRCOME PERFORMANCE
Turning resilience into design. Inspired by Carlos’s story, I crafted a logo, brand system, and social presence that reflect his mission to help others push through challenges and perform at their best.
Year :
2025
Industry :
Fitness/Coaching
Client :
Juan Carlos Obando
Project Duration :
6 weeks
BRIEF :
Challenges
OVRCOME PERFORMANCE needed more than just a logo. Juan Carlos, wanted a full creative partner to help him launch his coaching brand online. The challenge was creating a visual identity and digital presence that felt bold, motivational, and professional, while also making sure the content worked across fast-paced platforms like Instagram and TikTok. Since the brand was starting from scratch, everything had to be built in a way that was consistent, clear, and inspiring for athletes and clients alike.
Solution
I developed a flexible brand identity system starting with the logo, then expanded into social content, ads, and digital assets. The goal was to make OVRCOME feel energetic and trustworthy while standing out in the crowded fitness and coaching space. From visuals to tone, every element was designed to reinforce the brand’s message of discipline, resilience, and growth.
MY PROCESS :
Building OVRCOME PERFORMANCE started with understanding the story behind the brand. Juan Carlos wasn’t just creating another coaching business, he wanted a platform that motivated athletes to push past limits, both physically and mentally.
First Call – We talked about his vision for OVRCOME, his values, and how he wanted clients to feel when they saw the brand. Words like discipline, grit, growth, and mindset came up again and again, and these became the foundation for the visual direction.
Moodboard & Mindmap – I collected imagery, colors, and references that balanced strength with clarity: bold typography, athletic visuals, and motivational design cues. The mindmap helped tie everything back to the core brand values, making sure nothing was just “aesthetic” but actually had meaning.
Sketches – With direction set, I sketched ideas that explored movement, resilience, and simplicity. Some sketches leaned into dynamic arrows and upward motion symbolizing progress, while others focused on clean, powerful typography that could carry the weight of the brand without an icon.
This stage was all about testing the balance between “motivational energy” and “professional trust.” Making sure the identity could resonate with athletes but also feel credible as a coaching business.
LOGO PRESENTATION :
When it came time to present, I narrowed everything down to two strong directions:
Geometric OP Icon – A custom, heavy-weight logotype built on sharp edges and clean geometry. It was designed to feel unshakable, a representation of discipline and strength. The simplicity also made it versatile across merchandise, banners, and digital content.
Veteran Wolf – A hybrid concept that paired the OVRCOME name with a minimal wolf icon. The wolf was inspired by an anime (Toriko), which portrayed the animal as a veteran fighter, strong, wise, and relentless. To deepen the story, I added a subtle scratch across the wolf’s eye, symbolizing the battles Juan Carlos had to fight through in life to arrive where he is now. This design leaned more “techy” and dynamic, but also carried an emotional weight, tying resilience and personal struggle directly into the brand identity.
In the presentation, I explained how each concept could scale across platforms. From the small space of a TikTok profile picture to larger applications like posters or gym signage. Juan Carlos was drawn to the Geometric OP Icon for its clarity, but the wolf concept resonated deeply with his personal story. Ultimately, we carried forward the spirit of resilience from the wolf design into the final wordmark refinements.
Ad & Social Media Creation
Beyond the logo, I created a full suite of creative assets for OVRCOME. This included:
Social media graphics for Instagram & TikTok
YouTube thumbnails and channel banners
Short-form motivational video edits
Ads designed for both organic and paid campaigns
Website layout ideas to match the brand’s aesthetic
Since my website can’t showcase all of the video content I’ve produced, you can see the full range of reels, edits, and posts directly on Instagram @ovrcome_performance.
OUTCOME :
Today, I manage and create for all of OVRCOME PERFORMANCE’s social media platforms. Filming, editing, designing, and experimenting with content to grow the brand. While running the social side has been a new challenge for me, it’s pushed me to learn quickly and improve across every area of digital content creation. From logo design to video production, I’ve been able to handle anything and everything creative for OVRCOME, giving Juan Carlos the freedom to focus fully on his coaching.
More Projects
Brand Identity
OVRCOME PERFORMANCE
Turning resilience into design. Inspired by Carlos’s story, I crafted a logo, brand system, and social presence that reflect his mission to help others push through challenges and perform at their best.
Year :
2025
Industry :
Fitness/Coaching
Client :
Juan Carlos Obando
Project Duration :
6 weeks
BRIEF :
Challenges
OVRCOME PERFORMANCE needed more than just a logo. Juan Carlos, wanted a full creative partner to help him launch his coaching brand online. The challenge was creating a visual identity and digital presence that felt bold, motivational, and professional, while also making sure the content worked across fast-paced platforms like Instagram and TikTok. Since the brand was starting from scratch, everything had to be built in a way that was consistent, clear, and inspiring for athletes and clients alike.
Solution
I developed a flexible brand identity system starting with the logo, then expanded into social content, ads, and digital assets. The goal was to make OVRCOME feel energetic and trustworthy while standing out in the crowded fitness and coaching space. From visuals to tone, every element was designed to reinforce the brand’s message of discipline, resilience, and growth.
MY PROCESS :
Building OVRCOME PERFORMANCE started with understanding the story behind the brand. Juan Carlos wasn’t just creating another coaching business, he wanted a platform that motivated athletes to push past limits, both physically and mentally.
First Call – We talked about his vision for OVRCOME, his values, and how he wanted clients to feel when they saw the brand. Words like discipline, grit, growth, and mindset came up again and again, and these became the foundation for the visual direction.
Moodboard & Mindmap – I collected imagery, colors, and references that balanced strength with clarity: bold typography, athletic visuals, and motivational design cues. The mindmap helped tie everything back to the core brand values, making sure nothing was just “aesthetic” but actually had meaning.
Sketches – With direction set, I sketched ideas that explored movement, resilience, and simplicity. Some sketches leaned into dynamic arrows and upward motion symbolizing progress, while others focused on clean, powerful typography that could carry the weight of the brand without an icon.
This stage was all about testing the balance between “motivational energy” and “professional trust.” Making sure the identity could resonate with athletes but also feel credible as a coaching business.
LOGO PRESENTATION :
When it came time to present, I narrowed everything down to two strong directions:
Geometric OP Icon – A custom, heavy-weight logotype built on sharp edges and clean geometry. It was designed to feel unshakable, a representation of discipline and strength. The simplicity also made it versatile across merchandise, banners, and digital content.
Veteran Wolf – A hybrid concept that paired the OVRCOME name with a minimal wolf icon. The wolf was inspired by an anime (Toriko), which portrayed the animal as a veteran fighter, strong, wise, and relentless. To deepen the story, I added a subtle scratch across the wolf’s eye, symbolizing the battles Juan Carlos had to fight through in life to arrive where he is now. This design leaned more “techy” and dynamic, but also carried an emotional weight, tying resilience and personal struggle directly into the brand identity.
In the presentation, I explained how each concept could scale across platforms. From the small space of a TikTok profile picture to larger applications like posters or gym signage. Juan Carlos was drawn to the Geometric OP Icon for its clarity, but the wolf concept resonated deeply with his personal story. Ultimately, we carried forward the spirit of resilience from the wolf design into the final wordmark refinements.
Ad & Social Media Creation
Beyond the logo, I created a full suite of creative assets for OVRCOME. This included:
Social media graphics for Instagram & TikTok
YouTube thumbnails and channel banners
Short-form motivational video edits
Ads designed for both organic and paid campaigns
Website layout ideas to match the brand’s aesthetic
Since my website can’t showcase all of the video content I’ve produced, you can see the full range of reels, edits, and posts directly on Instagram @ovrcome_performance.
OUTCOME :
Today, I manage and create for all of OVRCOME PERFORMANCE’s social media platforms. Filming, editing, designing, and experimenting with content to grow the brand. While running the social side has been a new challenge for me, it’s pushed me to learn quickly and improve across every area of digital content creation. From logo design to video production, I’ve been able to handle anything and everything creative for OVRCOME, giving Juan Carlos the freedom to focus fully on his coaching.