Deliverables: Visual Identity, Singlet Design, Custom Typography, Merch Design
BRIEF
Monstros is a Houston-based running club built around community, local pride, and an unmistakably Houston-first attitude. Founded as a playful take on traditional run clubs, they grew by "infiltrating" other groups on their established runs. The group quickly developed it's own substantial following within the city through its loud, welcoming energy and deep connection to Houston culture.
While Monstros had already built a recognizable presence within the local running scene, it had no established visual identity. The clubs founder, José, approached me to create the club’s first racing singlet as a way to launch the club with it's own style while setting the tone for the clubs physical and digital presence.
SOLUTION
The starting point for the project was clear: showcase Houston. Every major decision was built around creating a design system that felt deeply connected to the city while remaining loud, energetic, and instantly recognizable.
After exploring a few different options, we agreed on a direction that incorporated instantly recognizable local symbols and concepts. While the "Space City" starry night sky texture and "Texas Sun" banner gradient give a conceptual nod to the city, elements like the "Throw Up The H" hand signal and flourish-heavy script give the singlet a clear Houston identity.
OUTCOME
The singlet sold out quickly and immediately became recognizable across Houston’s running community, appearing everywhere from local 5Ks to major marathons and multi-day relay races. More importantly, the project established a visual identity that clearly communicated the club’s mission and personality.
Finding Space in Space City
As a way to create a more natural and organic night sky, photographs taken from the jellyfish exhibit at the Houston Zoo were turned into a field of stars by transforming selected air bubble clusters into a randomized pattern. The result mimics a starry night while connecting the “space” in Space City back to an actual physical location within Houston.
Room To Grow
Specific elements from the main singlet design were separated out to give the club versatility when creating new gear or showcasing themselves online. What started as a singlet quickly becomes a launching point for water bottles, bags, stickers, social media content, and more.
