Betty Multisport

The founders of Betty Multisport, a startup fitness company specializing in triathlon training for women, came to me with a name and a rough sketch of a Mexican sugar skull. They wanted a logo based on the sugar skull that incorporated elements of triathlon training as well as the sporty, feminine, irreverent and fiercely independent attitude that was the foundation of their company. The resulting logo and identity gave them a powerful, versatile, instantly recognizable branding tool for building their business.