Context
Canvas Athletic launched as a new Liverpool-based ath-leisure brand, rooted in movement, community, and everyday performance.
The launch aligned with the BTR Liverpool Half Marathon one of the city’s most prominent running events where Canvas Athletic was announced as the main sponsor. This created an opportunity to introduce the brand not just through retail, but directly within the rhythm of the city.
The brief was to develop a visual identity that could live across apparel, physical space, and live event environments—connecting product with culture from day one.
Creative Role
Lead Artist & Creative Collaborator
Creation of original artwork designs for apparel
Design and execution of in-store mural
Visual development aligned to brand launch and sponsorship activation
Execution
A series of artwork designs were developed for Canvas Athletic’s launch collection, translating themes of movement, pace, and energy into a bold, recognisable visual language.
Alongside the apparel, a large-scale mural was created within the Liverpool store—embedding the artwork directly into the physical retail space and establishing a clear visual identity at launch.
The work extended beyond the store into the BTR Liverpool Half Marathon, where pacemakers wore Canvas Athletic tops featuring the designs. This positioned the artwork in motion—carried through the streets of the city as part of the live event itself.
Rather than existing as isolated outputs, the designs moved fluidly across product, space, and event—creating a connected visual presence throughout the launch.
Outcome
Launch of Canvas Athletic with original artwork integrated across apparel
In-store mural establishing brand identity within retail space
Artwork featured within BTR Liverpool Half Marathon through pacemaker kits
Contribution to a wider 12-month sponsorship across Liverpool running events
Impact
The project positioned Canvas Athletic within the culture of the city from launch—connecting product directly to people, movement, and environment.
As the brand expands into new locations nationwide, the work forms part of an ongoing collaboration, with future activations continuing to build on the visual identity established at launch.
