UNSUNG

Brand Creation

Problem: Sports branding all looks the same. Lion heads. Flaming letters. Chrome gradients. Meanwhile, the athletes who actually make teams win, the screen setters, the shot blockers, the back checkers, get none of the glory and none of the visual language built for them.

Solution:Unsung. A brand built entirely around team over ego. The logo is a squiggled script mark that reads as both the word and a literal path through chaos, capturing the rhythm and momentum of the game itself. Paired with a Helvetica system and a toolkit of diagrammatic strokes drawn from whiteboard symbology and coaching shorthand.

How: Full brand identity including logo design, typography system, graphic language, and campaign applications. Fast, humble, and sharp. Because breakaways don't just happen. Somebody made that pass.

This one's for them.

CLIENT: Unsung

CCO: Scott Maney

CONCEPT: Tony Frusciante

GRAPHIC DESIGN: Tony Frusciante

Comparison of two logos, one with a wavy line and the other with a cursive, continuous line.
Comparison of two logos, one with a wavy line and the other with a cursive, continuous line.
Black and white abstract design with a wavy black line on the left and a series of motivational words on the right in a column on a black background.
Black and white abstract design with a wavy black line on the left and a series of motivational words on the right in a column on a black background.
A group of women's basketball players huddled together during a game or event, with one holding a rolled-up towel. Overlaid text states, 'We were the worst team in the WNBA last year. Not this year.'
Hockey players in white and red uniforms celebrating on the ice with a coach or team member. Fans in the stands watching.
Two female Olympic figure skaters, wearing masks and red costumes, standing close and talking, with others in red costumes in the background, in an indoor arena with Olympic branding.
A branding style guide page featuring a black scripted logo labeled Woyo, with sections on typography styles, logo usage, and graphic elements.
A stylized graphic logo with a circular design and abstract lines and shapes, with the text ''We and Me = Team'' secondary logo underneath.
A white hockey helmet with a black, orange, and white sticker of the number 4, and NHL and hockey stickers, placed on a wooden surface.
Two young male basketball players shaking hands on the court. One player is facing away from the camera with a headband and a white shirt with a black logo on the back. The other player, facing the camera, has dark hair, tattoos on his arm, and is wearing a white shirt with the words 'More is Possible' and a Kansas Jayhawks logo. The background features a crowded basketball arena with spectators.
Girl in pink gymnastics leotard doing a split leap on a white background with black text that reads 'Practice is my church'.
A group of hockey players in navy blue jerseys huddled together on the ice rink with a goal net behind them, celebrating.
A group of hockey players in navy blue jerseys huddled together on the ice rink with a goal net behind them, celebrating.
Text stating 'Preparedness plus Timing equals Opportunity' on a white background
Image of soccer players with a soccer ball, a black squiggly line resembling a signature, and text that reads 'Sorry lads. Not today.'
Image of soccer players with a soccer ball, a black squiggly line resembling a signature, and text that reads 'Sorry lads. Not today.'
A split image showing two people wearing NASA-branded clothing and accessories. The left side shows a person from behind in a black jacket and orange beanie in an indoor setting, while the right side features a person adjusting a black NASA cap outdoors.
Side-by-side photos of a young man and woman on a sunny day. The man on the left is adjusting his black hoodie and wearing sunglasses, with a blue sky and clouds in the background. The woman on the right is standing outdoors near a basketball hoop, wearing a yellow hoodie, black pants with white squiggle designs, and white boots, with a clear blue sky in the background.
A red sneaker with white sole and white laces against a white background.
White sneaker with a tan sole and the brand name 'nora' written on the side, positioned against a plain white background.
A split image with two women, one on the left sitting against a tennis court net surrounded by tennis balls, and the other on the right sitting in a park chair, smiling with her arms raised behind her head.
A hockey player wearing a black and blue uniform on ice, holding a hockey stick. The background is white with the word 'dream' written in black cursive across the image and the phrase 'Breakaways do not just happen.' at the bottom.