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I developed the full logo and brand identity for Almost Always, a new sports-fitness startup focused on consistency, realism, and sustainable progress. The project involved defining the brand’s mission, purpose, values, tone, and visual direction before creating a modern, flexible identity system.

The final logo is a double-stacked “A” monogram built from geometric precision and meaningful negative space. It represents growth from within, the journey of returning to the effort, and the idea of being “almost” complete - a visual metaphor for persistence over perfection. A bold black-and-white foundation was paired with an energetic accent palette to communicate movement, inclusion, and motivation.

Deliverables included the primary logo mark, horizontal and stacked lockups, the circular icon, colour palette, typography direction, photography style guidance, and brand applications across mockups. The result is a strong, scalable identity that captures the brand’s core message: progress comes from showing up - almost always.