HYROX City Collection | studio tülü – Visual Identity, Merchandise & Tool Design

graphic design

Web development

HYROX City Collection – building a worldwide merch design system

We craft the strategic core of your brand—defining its positioning, values, and purpose. With clear narratives and a focused identity, we build brands that are relevant, credible, and built to last.

A stylized world map made of various small icons in light gray on a black background, with bold white text overlay saying 'TAKE ON THE CITY WEAR THE STORY.' accompanied by a globe icon and a circular icon with different symbols.

Person seen from the back wearing a yellow t-shirt with red text and design, featuring 'HYROX ROME' and an artistic bust made of HYROX icons, along with the words 'ROM ITALY 2026'.

graphic design

Web development

HYROX City Collection – building a worldwide merch design system

100+ cities. One sport. No two places should feel the same.

The HYROX City Collection brings the character of each city into the world of HYROX — through a custom design system that combines local references, landmarks and visual culture with icons inspired by every station of the race.

Black and white photo of a shirtless man with a mustache and tattoos running, with a smart watch on his wrist and stylized white HYROX icons arranged in a circular pattern over his chest.

Eight runs. Eight workout stations. 
One custom icon system.

We created a custom icon for each of the eight stations, plus one for running. Together, these nine icons form the foundation of the entire visual system.

Collage of eight fitness workouts: a woman using a SkiErg machine, a woman pushing a weight sled, a man pulling a rope for sled pull, a woman doing burpee broad jumps, a man rowing on a rowing machine, a close-up of a kettlebell for farmers carry, a woman doing sandbag lunges, and two people performing wall balls with a medicine ball.

The idea was to turn our HYROX icons into city-specific motifs bringing the character of each place into the visual language of the sport. With 200+ graphics needed every year, we built a custom tool that makes the system fast, flexible and scalable.