Brendon Henderson, founder of Prota, tasked us with creating a name that conveyed the idea of elevating the mind while remaining sharply concise. Along with the name, he wanted a brand identity that seamlessly blended elements of both the sports and wellness industries, with subtle hints of a lifestyle brand.

After identifying the core audience of collegiate and professional athletes, professional creatives, and music artists, we explored thematics with varying traits in sports, lifestyle, and wellness to find the right combination of elements that aligned with the business strategy. This exploration involved various workshops that unveiled visual aspects of the brand, which also influenced the brand messaging, and began to set the stage for an identity.

The thematic phase revealed core brand elements that established important pieces of the story. During the visual identity development, we began to skew toward a lifestyle-esque brand given that the brand values were firmly in place. Ultimately, Prota was created to represent the work-in-progress strive for ambitious professional and creative minds with a soothing vibrance and energy.