Website: https://kidselitesports.com/
When Desmond and Jami Dunham founded Kids Elite Sports, they had a bold vision: use athletics not just to entertain children, but to shape character, build perseverance and promote lifelong wellness. Since 2013, their summer programs have become a staple for families across the D.C. area, offering everything from soccer and swimming to leadership development and teamwork.
As their programs grew, their brand needed to grow with them as well. Their original logo had personality, but it felt outdated and too playful. It didn’t reflect how far they’d come, or where they were headed.
The old visuals used clip-art style graphics and several fonts, making it feel cluttered and hard to use across things like uniforms, signs and digital platforms. What they needed was a fresh look that felt bold, modern and more in line with their mission.
The old visuals used clip-art style graphics and several fonts, making it feel cluttered and hard to use across things like uniforms, signs and digital platforms. What they needed was a fresh look that felt bold, modern and more in line with their mission.
I kept the energy of the original logo but gave it a cleaner, more professional feel. I redesigned the shield to feel more dynamic and added a stylized child figure in motion to reflect their focus on movement and growth. The new colors stayed bright and friendly, but everything was sharper, simpler and easier to apply.
The result was a stronger identity that helped them show up with more confidence. They were able to streamline things like vendor printing, gain more recognition in schools and communities, and create a better experience for parents. Most importantly, the new brand set them up for growth and gave them a foundation they could be proud of.
