Never Done Perfecting: Inside the Mind of TURN's Master Designer
At TURN, the athlete is always the focal point. Every stitch, every line, every detail is designed with one goal in mind: to elevate the performance without ever overshadowing it. For Special Projects Designer Cole Stevenson, that philosophy is where every design begins...
Designing Around the Athlete
“The athlete’s always going to be the star of the show.”
It’s a simple idea — but one that defines the entire approach to TURN design. Rather than creating something loud for the sake of attention, the focus is on balance: subtle detailing, thoughtful linework, and silhouettes that complement the natural shape of the body.From the way lines trace the obliques to how patterns frame the chest, each element is intentional — built to enhance, not distract.
Where Ideas Take Shape
Cole’s process is rooted in digital design — a space where speed and creativity collide.
“I like to create things digitally because you can iterate quickly. Sometimes you accidentally create something that works really well, and you just move in that direction.”
That freedom allows for exploration in refining concepts and testing variations, therein uncovering ideas that might not exist in a more rigid process. It’s not just about precision, it’s about discovery.
From Concept to Competition Floor
Every design starts with a conversation. Often, it begins with a simple email — a team sharing a vision, a motif, or a story they want to represent. From there, Cole and the TURN team translate that input into a series of concepts, typically presenting a small selection of directions before refining based on feedback. It’s a collaborative loop — one that continues until the design feels right.
Designing with Meaning
Inspiration doesn’t come from a single place. It might be local architecture; team’s history; a symbol that carries meaning within a program. By combining those elements with an understanding of a team’s existing aesthetic, Cole bridges the gap between identity and innovation, creating designs that feel both personal and timeless.
The Details That Make the Difference
Some of the most impactful elements are the ones you might not notice at first glance. Take the TURN name tag — a small but distinctive feature. Unlike traditional sublimated elements, it’s built as its own component, adding depth, durability, and a subtle point of differentiation that sets TURN apart. Elsewhere, design lines are carefully placed to create a slimming, athletic visual flow thereby enhancing the physique in a way that feels natural and intentional.
Knowing When It’s Done
For Cole, finishing a design isn’t about adding more — it’s about knowing when to stop.
“I know a design is done when nothing I add could enhance it.”
Every piece is built on two foundational layers:
- A background, often subtle and story-driven
- A linework layer, providing structure and visual clarity
When those two elements come into balance, the design is complete!
Moments That Matter
While every project carries its own meaning, some moments stand out. Seeing his designs on the Olympic stage (particularly when Team Canada revealed their competition uniforms in 2024) marked a defining point. A reminder that the work created behind the scenes ultimately lives in the spotlight of the sport’s biggest stages.
Always Evolving
At TURN, there’s no such thing as finished. “Never Done Perfecting.” It’s more than a tagline — it’s a mindset. Every design is an opportunity to refine, to improve, and to push further than before. Because in a sport defined by precision, progress is everything.
