FRTHR
Brand Design
My Roles
Logo Designer, Style Guide Designer, Animator, Consumer Researcher, Brand Strategist
Team
Caitlin Yackley & Mateo Gonzalez
Duration
4 months
Tools
FRTHR
Brand Design
My Roles
Logo Designer, Style Guide Designer, Animator, Consumer Researcher, Brand Strategist
Team
Caitlin Yackley & Mateo Gonzalez
Duration
4 months
Tools
FRTHR
Brand Design
My Roles
Logo Designer, Style Guide Designer, Animator, Consumer Researcher, Brand Strategist
Team
Caitlin Yackley & Mateo Gonzalez
Duration
4 months
Tools
FIT DTECH Innovation LAB x FARYL ROBIN FUTURE FOOTWEAR PRoJECT
A re-branding initiative inclusive of identifying market opportunity, brand positioning & strategy, brand identity, & digital innovation strategy.
A re-branding initiative inclusive of identifying market opportunity, brand positioning & strategy, brand identity, & digital innovation strategy.
THE CHALLENGE
Identify untapped opportunities in the footwear market & develop a brand that addresses specific customer needs with innovative solutions.
The Solution
Introducing the perfect travel shoe for those one the go. The rebranding embraces adventure and encourages consumers to Go FRTHR in their journeys.
THE CHALLENGE
Identify untapped opportunities in the footwear market & develop a brand that addresses specific customer needs with innovative solutions.
The Solution
Introducing the perfect travel shoe for those one the go. The rebranding embraces adventure and encourages consumers to Go FRTHR in their journeys.
01 Brand Profile
01 Brand Profile
vision statement
vision statement
Defy convention, redefine expectation, and ignite positive change.
Defy convention, redefine expectation, and ignite positive change.
brand personality
brand personality
Archetype: The EXPLORER
They crave the freedom to discover the world and their true self. They are independent, seek new experiences, and push boundaries with a bold spirit.
CUSTOMER JOURNEY MAP
CUSTOMER JOURNEY MAP
02 Brand Identity System
02 Brand Identity System
Design Principles
Design Principles
Design Principles
Travel Motifs
The logo features letters that are nested together like a neatly packed suitcase, and the ligatures, seen on the F and T, are reminiscent of roads and paths.
The logo features letters that are nested together like a neatly packed suitcase, and the ligatures, seen on the F and T, are reminiscent of roads and paths.
bright gradients
We utilize vibrant gradients, paired with an off-black, to create a modern, spontaneous and exciting brand identity.
We utilize vibrant gradients, paired with an off-black, to create a modern, spontaneous and exciting brand identity.
structural analysis
typography
SPACE MONO
SPACE MONO
Space Mono, Bold, 96
delauney, regular, 64
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()”<>?~
Space Mono, regular, 96
agenda, regular, 72
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()”<>?~
Color SysteM
03 Applications
03 Applications
