The Tek Gear brand is an active lifestyle brand driven by performance and comfort at an excellent value. Positioned as a brand that moves with you, wherever you may go, whatever you do. There was a demand for crossover activewear into everyday wear. This presents a white space opportunity to differentiate Tek Gear as a versatile and key-item driven active brand.

Corporation: Kohl’s | Role: Art Director

CONCEPT

When working through the brand explore, we went through many mood boards and aesthetics. This one felt like the right choice in neutral colors, interesting typography treatments, and contrasting color pops in the photography.

BRAND ETHOS

Tek Gear encompasses a fluidity of motion paired with a balance of strength and ease — where performance is synonymous with daily style, at any level.

LOGO EXPLORE

The brand is centered around motion. We developing the logo we wanted to signal, “gears in motion” so we took a san serif font, and created this folding detail. On the left are explores that didn’t move forward.