Victory Weightlifting is the sister brand of Victory Grips, created to serve the unique needs of the weightlifting community. The grips are engineered for pulling heavy weight with ergonomic precision that maximizes both performance and protection. With options tailored for both men and women, the brand enters the weightlifting space with innovation, authenticity, and a clear connection to the Victory legacy.
The design challenge for this brand was clear: keep the DNA of Victory Grips recognizable, while introducing enough visual distinction to set it apart. In developing the brand guidelines, the intention was to keep core elements—the signature Victory yellow and the symbolic “V”—to maintain recognition. To differentiate, I expanded the palette with a bold orange-red that adds energy and impact, complemented by a slate blue that grounds the identity and keeps it relevant within the weightlifting space. A grunge-inspired font was introduced to speak directly to the gritty, hard-working ethos of the weightlifting community. The result is a brand system that feels unmistakably “Victory,” but with a sharper edge that pops in a traditionally muted space.
The initial Victory Weightlifting social media posts were designed to introduce the product while visually establishing the brand’s identity. I directed the photoshoot, ensuring the grips were showcased clearly and could be easily understood in terms of how they are worn on the hand. The graphics were designed using bold colors and gritty typography to highlight the brand’s presence in the weightlifting space.
These emails were designed to introduce and reinforce the brand. The Leads No-Purchase email grabs attention with bold colors, typography, and layout to drive a limited-time discount, while the Post-Purchase email clearly communicates product use and care with on-brand visuals and hierarchy, creating a polished, engaging customer experience.