This project celebrates TCU’s new collaboration between Fashion Merchandising and Athletics through the creation of a design lab dedicated to testing and developing innovative materials for athletic uniforms and equipment. The visual identity includes a custom logo system, supporting logotypes, and an environmental mural. Its sharp, intersecting geometric patterns abstract the distinctive silhouette and textured form of TCU’s horned frog, connecting the lab’s experimental, performance-driven mission to the university’s iconic mascot.