INVICTA
DYNAMOS
Where the quiet horse of Kent became a symbol of rebellion.
In 2019, when Invicta Dynamos were entering a new era of ownership, league position and identity, I was brought in to craft a brand refresh that respected the club’s heritage while injecting modern energy. The re-brand coined “The Dark Horse Dynasty” pays tribute to the Kent symbol of the white rampant horse, re-imagined as a bold, confrontational figure symbolising grit, renewal and ambition. I designed the new club crest, established the visual language and activation concept, and oversaw launch communications. The outcome: a revitalised brand framework that gave players, fans and stakeholders a clear identity to rally behind — with the club itself acknowledging the re-brand as instrumental in helping them “re-invigorate the organisation”.
Client: Invicta Dynamos
Output: Complete brand re-launch including new crest, visual identity system and launch communications for the “Dark Horse Dynasty” campaign.
