Elevate Sports Group is a full-service sports management firm based in Winnipeg, founded by Kuet Kuet and dedicated to supporting athletes at every stage of their journey. From contract negotiation and brand partnerships to career guidance and personal development, Elevate helps athletes focus on performing at their best while preparing for life beyond the game.
When we began working together, Elevate already had an established brand, but was looking for a rebrand that felt more iconic, more athletic, and more inspiring to the next generation of competitors. The goal was to create an identity young athletes could believe in—one that communicated ambition, trust, and forward momentum, while reflecting Elevate’s role in guiding athletes through both their careers and their eventual transition into post-sport life.
The chosen direction, Pinnacle, is rooted in the idea of reaching one’s peak. The identity centers on a bold, pyramid-inspired form symbolizing growth, strength, and elevation, with a stylized “E” at its core to represent the foundation Elevate provides. Supporting elements such as arching wordmarks and upward visual cues reinforce a sense of progression, positioning Elevate Sports Group as a long-term partner in performance, transition, and success.
Elevate Sports Group is a full-service sports management firm based in Winnipeg, founded by Kuet Kuet and dedicated to supporting athletes at every stage of their journey. From contract negotiation and brand partnerships to career guidance and personal development, Elevate helps athletes focus on performing at their best while preparing for life beyond the game.
When we began working together, Elevate already had an established brand, but was looking for a rebrand that felt more iconic, more athletic, and more inspiring to the next generation of competitors. The goal was to create an identity young athletes could believe in—one that communicated ambition, trust, and forward momentum, while reflecting Elevate’s role in guiding athletes through both their careers and their eventual transition into post-sport life.
The chosen direction, Pinnacle, is rooted in the idea of reaching one’s peak. The identity centers on a bold, pyramid-inspired form symbolizing growth, strength, and elevation, with a stylized “E” at its core to represent the foundation Elevate provides. Supporting elements such as arching wordmarks and upward visual cues reinforce a sense of progression, positioning Elevate Sports Group as a long-term partner in performance, transition, and success.
Before and after.
Before and after.
With the strategic direction in place, the process moved into a deep exploration of form and symbolism. Dozens of sketch iterations were developed, breaking down letterforms, testing abstract “E” concepts, and experimenting with upward shapes that conveyed elevation, momentum, and strength. Through this hands-on exploration, the pyramid-inspired structure emerged as the most natural and meaningful solution—grounded, aspirational, and reflective of Elevate’s role in guiding athletes toward their peak and beyond.
With the strategic direction in place, the process moved into a deep exploration of form and symbolism. Dozens of sketch iterations were developed, breaking down letterforms, testing abstract “E” concepts, and experimenting with upward shapes that conveyed elevation, momentum, and strength. Through this hands-on exploration, the pyramid-inspired structure emerged as the most natural and meaningful solution—grounded, aspirational, and reflective of Elevate’s role in guiding athletes toward their peak and beyond.
The Elevate wordmarks were designed as a flexible system, available in straight and subtly arched layouts. The arched versions introduce a sense of lift and ascent, reinforcing the brand’s core idea of elevation and forward momentum, while the straight versions offer a strong, grounded alternative. Built to work across Elevate, Elevate Sports, and Elevate Sports Group, the wordmarks are confident, athletic, and versatile, holding up across apparel, digital, and physical applications.
The Elevate wordmarks were designed as a flexible system, available in straight and subtly arched layouts. The arched versions introduce a sense of lift and ascent, reinforcing the brand’s core idea of elevation and forward momentum, while the straight versions offer a strong, grounded alternative. Built to work across Elevate, Elevate Sports, and Elevate Sports Group, the wordmarks are confident, athletic, and versatile, holding up across apparel, digital, and physical applications.
To support the primary logo, a series of secondary marks and lockups were developed to extend the Elevate system. Built around the same pyramid-inspired form, these sub-logos feature typography shaped to the triangle itself, reinforcing the idea of structure, ascent, and progression. Abbreviated initial lockups provide a compact, bold option, while select variations introduce directional arrows and rippling line work, drawing subtle inspiration from track lanes and athletic movement. Together, these supporting marks add flexibility and energy to the identity, allowing the brand to adapt across sports, environments, and moments without losing its core foundation.
To support the primary logo, a series of secondary marks and lockups were developed to extend the Elevate system. Built around the same pyramid-inspired form, these sub-logos feature typography shaped to the triangle itself, reinforcing the idea of structure, ascent, and progression. Abbreviated initial lockups provide a compact, bold option, while select variations introduce directional arrows and rippling line work, drawing subtle inspiration from track lanes and athletic movement. Together, these supporting marks add flexibility and energy to the identity, allowing the brand to adapt across sports, environments, and moments without losing its core foundation.
The Elevate Sports Group identity is built on a bold, flexible design system that prioritizes clarity, impact, and athletic confidence. Typography is led by Acumin Pro, selected for its strong structure, high legibility, and modern sport-forward feel, and paired with DM Sans to bring balance and approachability across digital and printed applications.
The colour palette reinforces that same energy and purpose. Royal Court leads as the primary blue, bright and unmistakable in its presence, supported by Game Plan, a deep navy that adds contrast and stability. Trail Blaze introduces a high-impact orange for moments of emphasis, while Trophy brings a refined gold tone that nods to achievement and success. Endgame anchors the system with a rich black, and Sideline provides an off-white counterpoint that allows the palette to breathe.
The Elevate Sports Group identity is built on a bold, flexible design system that prioritizes clarity, impact, and athletic confidence. Typography is led by Acumin Pro, selected for its strong structure, high legibility, and modern sport-forward feel, and paired with DM Sans to bring balance and approachability across digital and printed applications.
The colour palette reinforces that same energy and purpose. Royal Court leads as the primary blue, bright and unmistakable in its presence, supported by Game Plan, a deep navy that adds contrast and stability. Trail Blaze introduces a high-impact orange for moments of emphasis, while Trophy brings a refined gold tone that nods to achievement and success. Endgame anchors the system with a rich black, and Sideline provides an off-white counterpoint that allows the palette to breathe.
Empowering
athletes.
Full service management.
Empowering
athletes.
Full service management.
Sports
Sports
Group
Group
Elevate Sports Group provides full-service sports management dedicated to supporting athletes at every stage of their journey. Our comprehensive approach includes expert contract negotiation, brand endorsements, career guidance, and personal development, empowering athletes to focus on excelling in their sport.
Elevate Sports Group provides full-service sports management dedicated to supporting athletes at every stage of their journey. Our comprehensive approach includes expert contract negotiation, brand endorsements, career guidance, and personal development, empowering athletes to focus on excelling in their sport.
PRIMARY TYPEFACE – Brand
Acumin Pro
Acumin Pro
SECONDARY TYPEFACE
DM SANS
DM SANS
Support & Body Copy
DM Sans
DM Sans
Empowering
athletes.
Full service management.
Sports
Group
Elevate Sports Group provides full-service sports management dedicated to supporting athletes at every stage of their journey. Our comprehensive approach includes expert contract negotiation, brand endorsements, career guidance, and personal development, empowering athletes to focus on excelling in their sport.
PRIMARY TYPEFACE – Brand
Acumin Pro
SECONDARY TYPEFACE
DM SANS
Support & Body Copy
DM Sans
Empowering
athletes.
Full service management.
Sports
Group
Elevate Sports Group provides full-service sports management dedicated to supporting athletes at every stage of their journey. Our comprehensive approach includes expert contract negotiation, brand endorsements, career guidance, and personal development, empowering athletes to focus on excelling in their sport.
PRIMARY TYPEFACE – Brand
Acumin Pro
SECONDARY TYPEFACE
DM SANS
Support & Body Copy
DM Sans
Why Acumin Pro
Acumin Pro was chosen for its confident, disciplined structure and exceptional versatility. Clean and modern in feel, it delivers strength at display sizes while remaining highly readable in text, providing Elevate Sports Group with a typographic foundation that feels professional, athletic, and built to perform.
Acumin Pro was chosen for its confident, disciplined structure and exceptional versatility. Clean and modern in feel, it delivers strength at display sizes while remaining highly readable in text, providing Elevate Sports Group with a typographic foundation that feels professional, athletic, and built to perform.
Why Acumin Pro
Acumin Pro was chosen for its confident, disciplined structure and exceptional versatility. Clean and modern in feel, it delivers strength at display sizes while remaining highly readable in text, providing Elevate Sports Group with a typographic foundation that feels professional, athletic, and built to perform.
Why Acumin Pro
Acumin Pro was chosen for its confident, disciplined structure and exceptional versatility. Clean and modern in feel, it delivers strength at display sizes while remaining highly readable in text, providing Elevate Sports Group with a typographic foundation that feels professional, athletic, and built to perform.
This project was an opportunity to collaborate closely with Kuet and help shape a bold, future-focused identity for a brand dedicated to supporting athletes on and beyond their journey.
This project was an opportunity to collaborate closely with Kuet and help shape a bold, future-focused identity for a brand dedicated to supporting athletes on and beyond their journey.