Say what you mean, do what you love and fucking send it
TRANSFORMING BIG DICK ENERGY WITH DREAMLIKE NOSTALGIA
Performance footwear brand R.A.D worked with 5 x CrossFit athlete Danielle Brandon on a documentary capturing her journey of resilience and triumph through years of private struggle. She had already transformed the hyper-masculine ‘Big Dick Energy (BDE)’ into DBE: Danielle Brandon Energy, creating an authentic space of her own. Building on this, we integrated Danielle’s narrative with R.A.D’s bold visual identity, moving away from rigid, hyper-masculine fitness tropes, opting instead for a dreamy Americana aesthetic. This highlighted Danielle’s strength as an athlete and a woman who has overcome adversity. The typography flowed with subtle glamour, mirroring her journey with grace and strength.
Industry Sports performance footwear
Collaborating with photographer Frank Fieber, we crafted a visual landscape that felt both nostalgic and striking. The documentary’s introduction set the tone with a nostalgic, dreamlike quality, evoking the charm of vintage VHS. Fluoro extended this design into limited-edition merchandise – including posters, VHS tapes, and apparel – transforming Danielle’s story into a tangible experience.
Moving away from rigid, hyper-masculine fitness tropes
This fusion of storytelling and design elevated Danielle from a celebrated CrossFit athlete to a new icon within the sport, embodying strength, resilience, and individuality that separates R.A.D® athletes from their competitors.
