First or Nothing

Client’s Challenge

First or Nothing came to us with momentum but their branding that got them off the ground was now not the best representation of the brand. They needed a brand identity that matched the strength of their vision. Their existing icon was a placeholder with no real meaning or connection to the mindset behind the name. The challenge was to create a symbol that captured who they are, what they stand for, and the intensity of their all-or-nothing philosophy. They needed a mark with depth and purpose, something people could wear proudly and rally behind.

The Results

Through our S E R V E process, we built a complete brand foundation that defined their values, personality and positioning before moving into creative exploration. We developed three distinct territories and refined a final identity system that feels bold, disciplined and built to last.

The result is a wearable brand world led by a powerful icon made up of four connected parts, each representing a core element of the brand. The custom wordmark features a hidden “1”, a quiet reminder of the mindset of showing up and putting in the work when no one’s watching. It’s a brand made for those who don’t just want to win, they need to.