Brand
Working alongside a commercial consultant, we made a confident strategic call: drop "performance" from the primary mark. Anyone in the industry already knows who 292 are and what they do. Removing the descriptor signalled that reputation rather than explaining it.
The new mark is a geometrically perfect "292", drawn from the original for continuity but stripped of its awkward angles into something sleeker and more premium. We moved away from the navy and red, which felt overbearing and slightly cheapened the brand, and leaned into a refined monochrome palette.
The single accent is a reddy-orange pulled from the history of running tracks: originally crushed brick, ash, clay and cinder, now carried into synthetic surfaces. That story shows up visually through classy flat running-track line illustrations overlaid on photography and backgrounds.
The art direction is a harmony of gritty brutalism and clean editorial layout. Athlete photography is high contrast, shot from low angles to signal dominance, or arms-crossed to emphasise confidence and power.
Web
The website was the strategic heart of the project. 292 offer a wide range of services across very different clienteles, and the obvious approach (one long brochure of everything) would have created friction and dropped users off.
There was also a pricing problem. Transparency is generally good, but showing entry-level pricing risked anchoring elite athletes, clubs and organisations to figures far below the bespoke, high-value work they'd actually be buying.
The solution was routing. Rather than show everyone everything, we grouped services and sent users down the relevant path based on where they landed, whether that was the homepage from social, or a specific page from organic search.
From the homepage, the first choice is "For Individuals" or "For Organisations". Individuals then split again into "Competing at the Highest Level" and "Building Your Career". Each route only ever sees its own pricing, never the other's.
"Building Your Career" is a self-serve path where users can purchase directly from the site with no 292 involvement needed. Elite athletes, clubs and organisations are routed instead to a contact form plus a WhatsApp option, giving them the choice of instant, casual messaging to put them at ease before a bespoke conversation.
We also built it for the team, not just the visitor. In Webflow, we set up CMS collections for partner logos, team members, articles and news, all of which populate automatically with no dev work. Events pages update dynamically based on the event date, sorting themselves into upcoming or past, saving the 292 team ongoing maintenance time.
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