SDS is the personal brand of Sharky, a London-based public figure and famous sports content creator making impact across YouTube, TikTok, and Instagram. With a unique voice, playful energy, and a name that says it all < Sharky Does Sports > the brand needed an identity that feels just as bold, fun, and recognizable.

Sharky is also an official partner of Arsenal FC and the founder of SDS FC, a fan-favorite content football team that reflects his passion for the game and strong connection with the community.

At DRIVEN, we created a full visual identity for SDS that captures Sharky's personality while staying sharp and functional across every format. From the logo and color system to tone of voice and motion direction, the brand was built to grow with the content and leave a clear impression wherever it appears