TB12 Sports, a brand synonymous with its founder Tom Brady, sought to redefine its identity beyond its association with the renowned athlete. Our mission was to cultivate a distinctive and recognizable look and feel that transcended the individual. Through a comprehensive visual identity refresh, we introduced branded textures, type styles, GIFs, and more, crafting a cohesive aesthetic own-able by the brand. Our focus on design-forward principles and user-centric approach culminated in an eCommerce experience that seamlessly merged aesthetics with functionality, setting TB12 Sports apart as a design-driven leader in the industry.