Most athletic wear brands talk about performance. We wanted to talk about people. oomf is a local athletic wear company for women, but the name does double duty. It's the extra effort, that little bit of oomph we all put into showing up, pushing through, being human. But it's also "One of My Friends," a nod to the neighbourhood connections that make a community feel like home. I built the brand design around that duality: the personal drive and the collective spirit. Athletic wear that celebrates both the individual and the squad. Because the best workouts and the best brands, happen when you're surrounded by your people.