First or Nothing

Brand Identity & Icon Design

First or Nothing approached us with a clear challenge. Their brand had momentum, but their identity hadn’t caught up. The existing icon was a placeholder with no real meaning. What they needed was a symbol with depth. Something that captured who they were, what they stood for, and the intensity of the mindset behind the name.

We took them through our full S-E-R-V-E process, starting with strategy to define their values, personality, and positioning. From there, we explored three creative territories before refining a bold, wearable identity system.

The final icon brings together four components, each representing core parts of the brand, while the wordmark features a hidden “1” to represent discipline of putting in the work when no one’s watching. It’s a mark built for those who don’t just want to win... they need to.