First or Nothing

First or Nothing Brand Development

First or Nothing came to us with a clear challenge: their brand was growing fast, but their visual identity couldn’t keep up. The original icon lacked meaning, a placeholder that didn’t reflect the ambition, discipline, and edge their community stood for. What they needed was an identity with layers. Something that said “we're not here to play nice” without needing a single word.

We led the brand through our S-E-R-V-E process, refining their strategy, building concept-boards, and shaping a bold new icon system grounded in their values: performance, obsession, and putting yourself first. The result is a brand identity that’s as wearable as it is meaningful. A symbol with depth, grit, and a hidden “1” for those who know what it takes to be first.