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We Don’t Build Athletes. We Build Machines.

We launched LB as a remote coaching SaaS, complete with digital onboarding, training dashboards and brand-led content across social and web. To ignite awareness, we built a grassroots activation around Ironman Portugal — where the LB Squad debuted in zebra kit, dominating the course and commanding attention.

A large outdoor wall mural featuring cyclists and swimmers with bold zebra graphics and red branding for LB Squad, emphasizin
A triathlete in zebra-patterned gear rides along a mountain road with red typography reading “We train, suffer & transform to
A group of professional cyclists wearing LB Squad uniforms ride together on a country road, showcasing endurance, teamwork, a
A woman in a black-and-white zebra-patterned triathlon suit looks focused and determined under bright light, representing the
Two LB Squad athletes in zebra-print wetsuits sprint barefoot along the shoreline, blending competitive energy with natural o
A mockup of LB Squad’s zebra-print cycling jersey and bib shorts on a neutral background, showing the team’s bold and distinc
A focused triathlete rides through winding mountain roads in zebra-patterned cycling gear, highlighting speed, focus, and pe

The Idea

Winners aren’t born, they’re built. So we built a brand that embodied that ethos. From typography to tone of voice, we created a brutal, unapologetic identity system that mirrored the discipline, strength, and elite mentality of LB Squad. This wasn’t about looking pretty. It was about pushing to the edge—and then pushing harder.

A black-and-white image of a triathlete running in LB Squad zebra-patterned gear with palm trees in the background, capturing
A large outdoor billboard featuring a zebra-suited cyclist and the bold red LB Squad logo, promoting endurance sports and com
A 3D mockup of smartphones displaying the LB Squad Portugal Instagram feed with team photos and cycling content, emphasizing
A triumphant athlete wearing an LB Squad zebra-patterned triathlon suit raises his fists in celebration after crossing the Ir
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