ReNew Sports and Fitness Supply is a community-focused sporting goods store that combines the affordability of quality used equipment with the option to purchase new gear for all seasons. Originally established in West Allis, Wisconsin, ReNew has recently relocated to Wauwatosa, occupying the space formerly held by Play-it-Again Sports. The store offers equipment for a wide variety of sports, including items on consignment, making it a go-to destination for athletes and families in need of reliable gear.

The ReNew Sports and Fitness Supply branding project involved creating a complete visual identity from scratch.

Deliverables included original typeface wordmarks, a distinctive logo mark, and a suite of classic sports-inspired pictogram iconography and brand icons. The project also featured web development to establish a strong digital presence and strategic support in naming the brand’s categorical tagline “sports & fitness supply”. The design captures the store’s unique offering of both new and used equipment, providing a fresh and approachable identity for athletes and families alike.