Ray Athletics
Brand Strategy & Creative Direction Lead
The Ask:
A former soccer player and coach approached me to transform his expertise into a structured athletic brand that could inspire and train the next generation of players.
The Work:
Built the brand from the ground up — including archetype, personality, tone, and visual identity.
Developed digital tools, including an app for class and program check-ins.
Directed social content strategy to establish credibility and a professional presence.
The Impact:
Transformed a local coaching vision into a full-fledged athletic brand, building credibility and community traction — ultimately helping the founder secure a trainer position with the Ethiopian Women’s National Soccer Team.
Logo Concept Development
Copy Direction
Brand Archetype
When we thought about how Ray Athletics should show up in the world, we asked the question:
Who does our audience listen to?
For our community — especially Habesha families and everyday gymgoers — authority doesn’t just come from titles or attitude. It comes from consistency, impact, and trust.
They respond to someone who knows what they’re talking about, holds you to a high standard, and still makes you feel seen.
We didn’t want a cold coach.
We didn’t want a friend who was too soft.
We wanted a guide who challenges you, celebrates your wins, and shows you what you’re capable of, even before you see it yourself.
That’s how we landed on....
Why This Works: Audience segments
Youth Athletes
Studies show that verbal encouragement enhances performance and psychological well-being in youth athletes. Research indicates that verbal encouragement during training can improve performance and mood states among young athletes. Frontiers
Professional Adult Athletes
Effective coaching behaviors, including democratic leadership and positive feedback, are positively correlated with athlete performance and satisfaction. A study found that positive coach leadership behaviors contribute to improved performance and satisfaction among athletes. PMC
Adult Functional Training Clients
Adherence to functional training programs is influenced by support networks and group exercises. Research suggests that support networks and group exercises are important determinants for adherence to functional training programs among adults.
