Jeremiah Carter · Design and consulting
I work behind the scenes, by contract or on retainer. Most of my work is brand identity, product, merch and kit, and team culture. What ties it together is an eye for how something should look, feel and carry itself, whether that’s a club crest, a product launch, a shop counter or an office common space.
Brand design
A complete restart after a disastrous Shark Tank showing. As the company’s only employee, I took it from fat loss and zero sales to heart health, with a new name, brand and design.
I went west to advance the brand, where active, year-round lifestyles were a natural fit.
Before · zero sales
MinusCal
fat loss
→
After · still its direction today
Soltea
heart health
Naming
Brand identity
Website
Product development
Sourcing
Packaging
Fulfillment
Customer service
Financials
Brand design
My own house, built around one project: the best shoe in the world.
It began in 2020 as a street soccer brand of mine, with NOAY (Not Only A Youth) as its rallying cry. It grew through Sundae Clothes, named for wearing gym shorts under Sunday church clothes, and a first shoe called Le Roy, after my father. Then it became amuri.
Hand-painted, one-of-one hats today. The shoe is in development.
Sicilian · love
“A shoe ready for play. Anywhere.”
More brand work
Teams
I ran off-season operations around these clubs, and in the Manchester United boot room at Carrington I prepped and fitted first-team boots. Over a decade of coaching taught me the rest: how a group becomes a team, and what it takes to keep it one.
Manchester United, Carrington. The boot room.
Pre-season with Manchester United. Delivering Paul Pogba’s custom boots.
With the Manchester United staff.
Tottenham v Juventus at Wembley.
Coaching, Barça Academy Nashville.
OGC Nice. Return-to-play training.
Forward-facing products that fans want to wear and that look like the club.
The phrases, stories and visual cues a club repeats until they belong to it.
Standards, rituals and habits for players and staff, built from inside the locker room.
Athletes
Learning from professional players and trainers in season and off season - Divock Origi and Haji Wright - helping high school players earn their way into college soccer. My work covers strength, speed, injury prevention and nutrition.
Story
The world’s biggest clubs, watchmaker training at Rolex, a harvest in Tuscany, homes cared for on several continents, acting school in London. Years of seeing how great places, great objects and great teams carry themselves.
by Jeremiah is that eye, offered to the people building what comes next.
On camera: commercials for Hampton Water and Corona, and the lead in the short film Twice Lost.
Contact
Brand, product, space or team: if it’s about how something looks and feels, I’d like to hear about it.
Contract and retainer work, in person or remote. Instagram @by_jeremiah