Launching Aevos Performance: A New Brand Born from Elite Sport

We’re excited to share the launch of Aevos Performance, a new performance consultancy founded by former professional cyclist James McLaughlin and Australian international and Saracens rugby player Oliver Hoskins. Built on their combined experience in elite sport, Aevos aims to help businesses strengthen teamwork, leadership and culture through a high-performance mindset.

Aevos approached Wood & Ham at the very beginning of their journey with the ambition to build a brand that could stand confidently in the corporate world while staying true to their sporting heritage. Through a series of in-depth strategy workshops, we worked closely with James and Oliver to define their positioning, clarify their values, and explore how their expertise could translate into a cohesive brand.

The naming process played a central role. After exploring a range of strategic routes, the name Aevos was chosen, a word that reflects evolution, resilience and the process of maximising human potential. This thinking formed the foundation of the visual identity, which was designed to feel modern, scalable and adaptable across industries and international markets. A monochromatic palette, structured typography and a phoenix-inspired icon helped capture the spirit of progress and performance at the heart of the brand.

Since launch, Aevos Performance has already gained early traction with businesses across the UK, supported by a clear and confident brand system that will continue to evolve as the company grows.

It has been a pleasure working with James and Oliver to help shape this new chapter. You can explore the full case study on our website HERE.