Axel Toupane
Branding & Visual Identity
Client: Axel Toupane
Creative Direction: Thibaut de Longeville
Art Direction & Design: Alexander Wise
Axel Toupane is a basketball player as well as an entrepreneur with successful ventures in sports, tech and education.
Axel notably holds the title of 2021 NBA Champion with the Milwaukee Bucks.
We were commissioned by Axel and his team to create a branding program common to his ventures, including “The Grind” basketball camp, his “Les Prochains leaders” initiative and his own “athlete signature” brand identity.
Axel Toupane Athlete / Brand Logo
The logo we created for Axel Toupane symbolizes the athlete’s “A.T.” initials as well as a “spotlight on basketball-inspired talent”, with the “A” representing the spotlight and the “T” representing a stylized basketball hoop.
Typeface & color palette
We used the “Knockout” typeface to create Axel’s logo as well as the logo & identity program of two of his business ventures: “The Grind” and “Les Prochains Leaders”.
We used a simple and straight-forward color palette to identify Axel Toupane’s ventures, with orange as the theme color for his basketball camp, red as the theme color for his leadership & education program, while keeping his signature logo as a monochrome item.
“The Grind” Basketball Camp - Logo & Icon
“The Grind” is Axel Toupane’s summer basketball camp.
The logo we created for “The Grind” symbolizes a basketball and a dynamic “spark” as would result from a powerful “grind”.
The logo and branding program for “The grind” is being used on all elements of the basketball camp’s internal and external communications, including training apparel, recap videos, corporate partner presentations, social media platforms and more.
“Les Prochains Leaders” Education Program - Logo & Icon
“Les Prochains Leaders” is a leadership and education program founded by Axel Toupane.
With its three dynamic chevrons pointing towards the top, the logo we created for “Les Prochains Leaders” symbolizes both upliftment and leadership, two key values transmitted in the program.
The logo and branding program for “Les Prochains Leaders” is being used on all elements of the program’s internal and external communications, including corporate partner presentations, recap videos, social media platforms and more.
Branding Program
With very few French athletes having their own signature logos and operating multiple successful ventures, we were happy to create this functional and stylish branding program for 2021 NBA Champion Axel Toupane, and contribute to solidifying the visual identity of his ventures.
