The objective of this project was to develop a bold and professional brand identity for That Guy Coaches, a 1-2-1 rugby coaching business focused on helping young players unlock their full potential.

The aim was to create a brand that would communicate strength, progression, and trust, while appealing to both aspiring athletes and their parents. The outcomes included a dynamic logo featuring a strong, italicised wordmark and a unique rugby ball icon to symbolise movement, power and development. A confident colour palette of red, grey, black, and white was chosen to reflect energy, discipline, and professionalism, while the typography pairing of Anton and Onest ensured clarity and impact across all platforms.

Supporting brand messaging, including the tagline “Unlocking Your Potential,” reinforced the mission and emotional appeal. Together, these elements position That Guy Coaches as a premium and approachable coaching brand, helping it stand out in a competitive market, attract its target audience, and build long-term credibility as it grows.