Jeremie Dunning
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Finish Line Brand Refresh

Directing the design of a new logo for Finish Line was only a small part of refreshing the brand. What the logo presented was an updated identity, relevant in today’s market. What it stood for was a company wide movement toward a new era, vital to the future of the organization. As a leader inside Finish Line, my role was to simultaneously evolve the way the teams worked together to innovate under the principles of a well defined brand.


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Redesigning the logo was just the start. Aligning the entire organization behind a new vision was the real challenge.

Redesigning the logo was just the start. Aligning the entire organization behind a new vision was the real challenge.

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Standards are critical for the entire organization to execute the brand's mechanics and maintain consistency. Designing an accessible experience to view these was key to adoption and success.

Standards are critical for the entire organization to execute the brand's mechanics and maintain consistency. Designing an accessible experience to view these was key to adoption and success.

Standards are important. But it's the human element that makes the brand culturally relevant and relatable. Art of Sport is the creative strategy that defined the emotional expression of the brand.

Standards are important. But it's the human element that makes the brand culturally relevant and relatable. Art of Sport is the creative strategy that defined the emotional expression of the brand.

Developing brand extensions like patterns and iconography expanded the visual language, deepening the brand’s personality and signaling the start of a new era.

Developing brand extensions like patterns and iconography expanded the visual language, deepening the brand’s personality and signaling the start of a new era.

A brand is defined from the inside out reflecting the essence of its people. To align employees with the brand’s evolution, we crafted multiple expressions of its tone and voice,

A brand is defined from the inside out reflecting the essence of its people. To align employees with the brand’s evolution, we crafted multiple expressions of its tone and voice,