Hurricane Point – Running Brand Design Concept

Hurricane Point was a new running brand aiming to merge performance innovation with visual storytelling. The client approached me to help shape the Spring/Summer 2025 collection, from the very first trend concepts through to tech packs and sampling files. The collection was ultimately paused before production, but the design direction remains a strong example of future-facing sportswear branding.

Services Provided

• Trend research and seasonal storytelling
• Creation of mood boards and colour palettes
• Garment CADs, graphics and print layouts
• Technical packs and factory-ready specification sheets
• AI-generated concept visuals to support brand narrative
• Sampling coordination and factory liaison

Project Overview

The creative direction fused nature-inspired textures with technical performance wear. Colour stories ranged from grounded urban greys to vibrant sunrise ombrés. I created full CADs across key pieces including running leggings, technical tees, shorts and outerwear—supported by detailed tech packs ready for factory handover. Concept imagery was also developed using AI tools to visualise the brand’s unique aesthetic before physical sampling began.

Outcome

Although Hurricane Point did not progress beyond the sampling stage, the project remains a clear demonstration of my end-to-end process, from early concept to production-ready outputs. It’s a great example of how start-up brands can build a distinctive identity through thoughtful research and strong design execution.