PROJECT ROLE: creative director, lead design, & web design

For Charlotte Performance Institute (CPI), I developed a brand identity that’s bold, local, and built for the court. The centerpiece is a Coyote logo that subtly incorporates the CPI initials, capturing the team’s tenacity and character. A secondary logo features the North Carolina state outline, keeping the brand connected to its roots. Using a mint blue, white, and black color scheme, I designed a look that’s fresh, clean, and memorable across every touchpoint.

This identity extends beyond just logos—it's woven into the entire CPI experience. I created custom designs for the basketball court, team jerseys, workout gear, coaches' polos, and even a fan merch line, giving everyone from players to supporters a look they can rally around. The result is a cohesive brand that feels at home on and off the court, embodying CPI’s spirit and dedication to athletic excellence.