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Better by Sport

New Brand Identity

The brief called for The Design Laboratory to create a brand that has flexibility and scope to launch on a global scale. The brand aesthetic has been designed to successfully communicate across all platforms, including print, physical products, digital and online. The Design Laboratory also collaborated with Kate Rodgers, Head of Marketing at Better by Sport, to help design the brand’s website.


The Design Laboratory designed a unique identity which confidently reflects these USP’s, focusing on intensity, user journey and progression.

Brand Identity & Graphic

“Better by Sport has been delighted to count The Design Laboratory as their primary design strategic partner. 

The team embraced the challenge to define the content and contours of our brand with passion, mixing boldness and pragmatism. Our collaboration on MySportsLab, our first physiological fitness training iOS app, demonstrated their ability to quickly understand our constraints and develop a set of great options to choose from. The Design Laboratory is now part of our DNA, we look at our favourite designers as a great sounding board on the next chapter of Better by Sport.”


J. Chris Lonchampt – Co-Founder, President and CEO, Better by Sport