The Inside Line needed the development of a complete brand identity system to better reflect their core values and level of professionalism. With approachability and premium service as key traits of the business, we chose a dog with a pedal wrench to represent this. Since dogs are known for their friendly nature, the thought of dog running along trail next to its owner, ready to help when needed, seemed like the perfect symbol.

Together, we established that an eclectic look would appeal to their target customer base so we designed a colourful, custom geometric pattern exclusively for The Inside Line. The pattern works to unite all components of the brand yet allows for variety and creativity in how it’s applied. This variety is ideal as they will have an on-going need to create fresh jersey designs and other merchandise as they grow.