Passion and sport are at the heart of U Perform, a new range of science-led, performance driven, cutting edge products by the same team at Proto-col. The product range, developed by Proto-col’s CEO James Greenwell and Olympian and Sports Scientist Greg Whyte OBE, is aimed at active people who enjoy sport and exercise, enhancing and optimising their performance and recovery.The challenge was to create a brand for the product range that would stand it apart from the main Proto-col brand, and ensure it stood out from other sports nutrition products in the highly competitive market. With Olympians Greg Whyte and Amy Williams endorsing the brand, they also wanted to attract more high profile ambassadors to help promote the products and needed a smart, credible brand that would appeal to athletes. Taking the idea of ‘personal best’ as a starting point, we created a brand identity that incorporates the U in the running track. The bold black and gold brand colours are an elegant combination that helps it to stand out.