Case study

Ares Recovery

What we did	Logo Design, Visual Identity, Marketing Collateral
Discipline	Branding

For Ares Recovery, I created a dynamic brand strategy to enhance their position in the red light therapy sector.

They aim to provide innovative recovery solutions using cutting-edge resources, helping athletes achieve their fitness goals within a supportive community. My work included developing a modern, minimalistic visual identity, crafting compelling messaging, and designing versatile marketing materials that embody Ares Recovery's specialised and professional brand personality. Incorporating elements that drew connections to the Greek god of war, Ares, it emphasised power and strength. The result is a strong, cohesive brand that has created the foundations for increased audience engagement and strengthened brand loyalty.

Research collage of Ancient Greek references: red-figure pottery, a helmeted bust, coins, spearheads and key patterns

Pencil sketch sheet of Greek helmets, faces and letter R ideas for Ares Recovery

Mood board for Ares Recovery: red and blue colours, Futura type, athletes, a red-light device and Greek patterns

II.

About the work

As with any project, this one began with thorough research. I delved into Greek mythology and history, examining ancient ceramics, patterns, statues, imagery, coins, and armoury. In exploring various options, I found that the spearhead shape not only represented Ares, the God of War (often depicted holding a spear) and a primary weapon of the ancient Greeks, but also symbolised progress—like an arrow cutting through the atmosphere, unstoppable. This bold and simple mark was instantly recognisable as Ares.

Ares Recovery colour palette: charcoal, pale blue, red and royal blue with hex, RGB and CMYK values

Ares Recovery typefaces: Roboto Bold and Baileywick JF Gothic shown in full alphabets on pale blue

Ares Recovery spearhead icon in pale blue on charcoal

Ares Recovery circular badge reading Train, Conquer, Recover around the spearhead, in pale blue on royal blue

Ares Recovery poster of a shirtless athlete in black and white with the line Train, Conquer, Recover - the Ares way

III.

For the colour selection, I aimed to resonate with the fitness and sports side of the brand, taking the opportunity to be bold.

Ares Recovery advert of an athlete on a pull-up bar with the line Recovery fit for gods

Ares Recovery Greek key pattern in royal blue on pale blue

Colour & type choices

The red and blue hues deliver on this, bringing a youthful and energetic feel. This vibrancy is balanced with the sophisticated and professional pairing of charcoal and heavenly blue. The typeface needed to be strong and align with the energetic feel, while maintaining legibility as a priority. Both chosen typefaces achieve this, maintaining sophistication while introducing a sporty element.