Midas Select
Dunshaughlin
ABOUT
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.
CLIENT REVIEW
Outstanding experience from start to finish. The team that created my fitness brand logo went above and beyond in every way. Their knowledge and attention to detail were exceptional, and they took the time to truly understand my vision, values, and long-term goals for the brand. Michael was absolutely amazing to work with. He really understood the vision behind Almost Always and translated it into a brand identity that feels authentic, powerful, and purpose-driven. They weren’t just designing a logo, they were building an identity. Every concept was well thought out, purposeful, and perfectly aligned with what I wanted to achieve. The professionalism, creative insight, and genuine care shown throughout the process made the experience seamless and exciting. I couldn’t be happier with the final result and would highly recommend them to anyone looking for a team that truly listens, understands, and delivers at the highest level.
Client - Owner at Almost Always
17 Dec 2025