Chaos Crewing Co.

Brand development

Developed a complete brand identity for Chaos Crewing Co., translating the grit, unpredictability, and endurance culture of ultrarunning into a layered, intentionally imperfect visual system spanning merchandise, event assets, and digital storytelling. The identity draws from the raw, fast-paced nature of the sport, embracing visual disruption, textured overlays, and distressed typography to reflect the reality that ultrarunning is defined by adaptation, problem-solving, and perseverance. The brand centers the often-overlooked stories of support crews, highlighting the coordination and resilience required to navigate race-day challenges.

In addition to brand development, I led social content design and art direction, establishing a visual system that blends graphic elements with heavily edited photography and tactile textures. For recurring event announcements, I created a modular template featuring race elevation charts paired with a branded “See You There” location sidebar, allowing the team to maintain visual consistency while adapting content across races and locations.

www.chaoscrewing.com
@ChaosCrewingCo