This company sells apparel online, with an emphasis on youth wrestling and t-shirts. The focus here was on a design that was clean, modern, athletic, "sporty," and strong. My concept was to get two capital Fs grappling in the center, and see if any hidden gems might emerge. The S was perfect!
My conceptual strategy here was to find typographic metaphor using the letterforms of the company name. The resulting figure/ground Gestalt provided the element of surprise that the client was looking for.
This design has been highly successful—used primarily on apparel and branding merchandise by the client, and distributed widely in the regional area.