Alex Toussaint is more than an instructor. He is a movement. As he looked to expand his influence beyond the screen, he needed a brand identity that could hold the weight of his ambition. The challenge was to capture his relentless drive in a mark that felt premium, disciplined, and iconic enough to catch the eye of major global partners.

I led the brand strategy and design to create a visual manifestation of his mantra, "Do Better." The core of the identity is a study in intersection. I designed the logo so that his initials "A" and "T" lock together to form a hidden upward arrow.

This identity was instrumental in securing his partnership with Puma. The design system was so distinct that it transitioned seamlessly into his signature sportswear lines. To this day, the logo and visual language I created continue to live on in his Puma collections, proving the brand was built to perform on the global stage.