Athleteist is a fitness apparel brand founded by model, actress and athlete, Sara Racey-Tabrizi. The goal was to create a stylish logo that would appeal to everyone and convey a feeling of "SoHo Chic". I designed a bold easy-to-read sans-serif typeface and applied wide letter-spacing. The typeface was also utilized for the "Humbly Cocky" tagline that appears on many of her current pieces. A separate project was to create a versatile floral pattern to be used on several shirt designs. In order to give the pattern a distinct and slightly fierce appearance, I used flat color and sharp lines. This execution also facilitates creating many different versions of the pattern.