Kristin Lätt

Project info

Branding Digital

Rebranding the Queen of Disc Golf

In 2024, Kristin Lätt made history by becoming the highest rated female disc golfer of all time. For Kristin, it's not about breaking records, but finding joy in playing well and cherishing the journey. Her success over the last few years made Kristin long to put her personal brand into a visual concept and logical structure so that it would become tangible and visible to all. Joining forces with Neway, she embarked on an entirely new journey to create a personal brand that would encapsulate her essence, story and passion.

Our part:

Research and insights
Brand concept
Brand strategy
Brand identity
Creative strategy
Art direction
Logo design
Graphic design
Animations
Website design
Website development

NOMINEE Web Design

"This is not only a story about building a personal brand. It is also a story of rebirth and how new life takes flight, rising against the odds even when the obstacles have been relentless. It is about opening to the joy of success."

— Kristin Lätt, 2x Disc Golf World Champion

The Start of a Journey

It's one thing to name what you like or are drawn to, but it's another thing to open yourself up and be vulnerable, because it's at the core where authentic brand materials lie. Symbols posess the extraordinary ability to encapsulate the essence of one's identity, values, and aspirations. Each chosen symbol holds profound meaning for Kristin and represents her story, passions, and vision.

The main storytellers throughout the Kristin Lätt brand are the heron, powerful dynamics of disc golf, heather, lotus flower, and triangles. These symbols became the cornerstone of a cohesive visual narrative, creating a compelling brand identity for her.

Image: Mauri Levandi

Rise in Brilliance

The heron stands proudly at the centre of Kristin’s brand narrative, bearing profound symbolic importance for Kristin. These birds have long captured the imagination of cultures around the world. Although the heron’s symbolic meaning varies across cultures, common themes of patience, determination, wisdom, grace, and spiritual significance are prevalent.

In Ancient Egypt we find a deity named Bennu, who is depicted as a heron or a crane-like bird. As a symbol of renewal and rebirth, Bennu is even considered to have been the original inspiration for the phoenix. Kristin's new tagline “Rise in Brilliance” binds her endless determination to rise, to go above and beyond, with the narrative of a heron.

K for Kristin

The logo embraces characteristics from both disc golf and the heron's hunting style, translating them into visual cues, thus creating a characteristic K that stands for Kristin. The strength, grace, and power of disc golf create a sturdy base for the logo upon which elements derived from the heron are built. The heron's flight exudes unparalleled elegance, with its long wings gracefully extended and its slender body gliding through the air, waiting for the opportune moment to strike with remarkable precision and speed.

The two feathers motif embodies a heron's "footprint", because a bird can't leave much else behind than feathers. Where he has walked, there remain feathers for others to find and admire. This motif acts as a graphic element, being Kristin's way of leaving a visual mark.

Flying Lotus

Lotus flower is another symbol that represents Kristin. Incorporating the lotus flower as a graphic element in the brand's visual identity evokes a sense of enlightenment, symbolising growth and transformation.

The lotus flower has been deconstructed and given a more geometrical look that revolves around two triangles, which in turn can symbolise different concepts. Originating from the white space between the K logomark and its reflection, the lotus flower creates a hidden pattern. When we see it, the first thing is obviously this letter K, but the lotus is always a subtle part of the pattern, even though never highlighted as such.

Visit Kristin Lätt website

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