SUFR is a fitness apparel brand created by army veteran, Yusha Thomas. After amassing a large online following through his veteran-focused comedy channel, Yusha approached 13 Bricks to help further his online presence. What happened next was the ground up construction of the SUFR brand. An acronym for “Strengthen Up Forever,” SUFR’s message is one that pushes the idea of no pain no gain. It is a brand that stresses the importance of personal growth through hard work and dedication. The 13 Bricks team incorporated this idea into the branding through color and strong, geometric design to create a brand presence that exudes power, resilience, and solidity.