lucy campbell -
crossfit athlete

Find a Way

Apparel Design

CLIENT:
Shot by Bullet

Project Overview
Shot by Bullet needed to create a custom t-shirt design for elite CrossFit athlete ambassador Lucy Campbell. The goal was to develop a piece that embodied Lucy’s energy, athleticism, and personality, while aligning with the visual attitude of the Shot by Bullet brand.

The Process
The collaboration began with conversations around Lucy’s story, in her rise through the CrossFit ranks, and her unique mindset as both a competitor and ambassador. We explored how to represent her grit, drive, and grounded nature visually.

From initial concept sketches to final artwork, the design process was tightly focused on balance: capturing Lucy’s strength, fluidity and movement while staying true to the aesthetic of an independent, streetwear brand. We worked iteratively, refining lines, composition, and tone until the final piece felt authentic to both Lucy and Shot by Bullet.

The Concept
At the heart of the design is a dynamic illustration that fuses athletic power with fluid motion, referencing Lucy’s background in competitive swimming and her evolution into a CrossFit Games athlete. The artwork positions her as both fierce and focused: a figure caught mid-motion, grounded yet ascending.

The linework is raw but intentional, echoing the physical intensity of her sport. Surrounding graphic elements hint at performance, speed, and resilience, while maintaining a bold and wearable aesthetic suitable for both training and everyday life.