Pure Elite is Europe’s leading fitness and physique federation, hosting world-class events that attract competitors and audiences from around the globe. I’ve had the opportunity to create bold, high-energy design work that captures the excitement of their brand and builds anticipation around their annual shows.

Scope of Work
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Over the years, I’ve worked closely with Pure Elite to produce a wide variety of branded materials, supporting their promotional campaigns and member engagement. Projects have included:

• Event Posters & Promotional Graphics – Striking visuals for competitions such as the UK Championships, European Championships, and World Championships. Designs were rolled out across print, social media, and digital formats to maximise reach and engagement.
• Digital & On-Site Displays – High-impact screen graphics for venues, including themed campaigns like “Fire & Ice” for the End of Year Awards & Ball.
• Membership & Loyalty Collateral – Professionally designed Pro Status cards, adding value to athlete recognition and creating a premium feel for participants.
• Merchandise & Seasonal Design – Unique creative such as the festive Pure Elite Christmas Card, which fused fitness culture with seasonal branding for a fun but on-brand message.
• Sub-Brand Identity – Development of the Pure Elite Angels identity, using metallic finishes and elegant typography to differentiate the initiative while staying consistent with the federation’s parent brand.
• Historic & Legacy Posters – Long-term support designing competition posters, from early shows such as the 2017 and 2019 championships through to the most recent 2025 event campaigns.

MTB Guisborough is a vibrant and passionate mountain biking community based in the North East, and a British Cycling affiliated Community Amateur Sports Club. Known for its challenging trails and inclusive approach to riders of all levels, they approached me with a need for a strong, versatile brand identity that reflected the energy of their sport and their local roots. The goal was to create a design that was instantly recognisable, practical across print and digital formats, and adaptable for use on everything from merchandise to social media.

Scope of Works

The project began with the development of a new logo. The design combines bold typography with a simple but powerful icon that reflects both the local terrain and the MTB lifestyle. The colour palette - red, white, and black was chosen to convey energy, grit, and strength. To put the identity into action, I applied the logo to a range of assets, including:
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• Sports merchandise: water bottles and jerseys designed to give members a sense of pride and belonging.
• Digital graphics: social media-ready designs for promoting events and building community engagement online.
• Website: a clean, practical site to encourage sign-ups, order club kit, and provide useful information for members.
  
• Supporting visuals: scalable artwork for use on posters, banners, and promotional materials, ensuring the brand stays consistent across every platform.

​Each piece was designed with MTB Guisborough’s grassroots spirit in mind — bold, energetic, and built for a tight-knit community of riders.

Summary

The new brand identity for MTB Guisborough has given the club a distinctive, professional look while staying true to its adventurous and down-to-earth ethos. With a toolkit of assets ready for use across merchandise, events, digital platforms, and a dedicated website, the brand helps unite riders under one clear visual identity. It’s a design that not only represents the trails they ride, but also the community they’ve built.