Wake Up Sports A multi-franchise mascot brand identity and apparel system
Four mascot franchises. Over fifteen t-shirt designs. A seventy-page brand guide. Wake Up Sports is a provocative sportswear label that refuses to play it safe, and the identity system was built to match that energy across every touchpoint.
The Challenge
Wake Up Sports needed more than a logo. They needed a complete brand universe: four distinct mascot franchises, each with its own personality, apparel line, and visual language, all unified under one provocative brand umbrella. The identity had to be bold enough to turn heads, flexible enough to span dozens of products, and cohesive enough to feel like one brand.
The Approach
Each franchise was developed as its own sub-brand with a custom mascot, colour palette, and typography system. The mascots were designed as aggressive, illustrated characters that work as standalone marks, on apparel, and across digital and physical surfaces. Every element was stress-tested across t-shirt mockups, lifestyle photography, and brand collateral before being locked into a 70-page brand standards guide.
The System
The result is a layered identity architecture. The main WUS rooster sits at the top, with four franchise mascots beneath it (Great Whites, Somali Pirates, Saltines, and a standalone statement tee line). Each franchise has its own logo variations, colourways, and apparel designs, but they all share the same grid system, illustration style, and brand voice.
This project is part of the brand identity design services I offer to clients worldwide.
From screen to stadium to streetwear.
A montage of the full Wake Up Sports brand system in action. Four franchises, dozens of products, one unapologetic identity.
The complete Wake Up Sports system, ready to browse.
The finished identity was documented in a full brand guide covering the master brand, franchise marks, mascot usage, apparel applications, colour, typography, and production rules.
The identity is moving from mockups into a physical brand space.
The Wake Up Sports system is already being translated into a real studio environment: lighting, wall prep, projection, outline transfer, and the first painted passes of the rooster mark at room scale.
The Impact
Wake Up Sports now has a complete brand universe ready for launch. Four franchises, each with its own mascot, voice, and product line, all connected by a shared visual system that scales from a single t-shirt to a full retail operation. The 70-page brand guide ensures consistency as the line grows, and the provocative tone gives the brand a built-in conversation starter with every product drop.
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