BOA Technology's sub-brand, habu, went through a major growth spurt in 2020. A website, brand standards, and product catalog were all launched in the span of a year. In addition, I also did an exploration on updating the brand identity.
We looked at everything from slight evolutions to some radical changes. The final proposal ended up in the evolved mark camp that used custom letterforms that spoke to the modern, technical product that habu is.
Due to various timing and budget circumstances, the logo update did not move forward. But we were able to evolve the brand in other areas that helped with its future expansion.
SKETCHES AND EARLY VECTOR WORK
La Sportiva Cyklon CampaignArt Directon / Digital Design / Print Design
Dialed In CampaignCampaign Design / Art Direction
Habu Fit SystemArt Direction / Brand Identity / Web Design / Design
BOA Pioneer / Grayson MurphyArt Direction
Performance Fit LabEnvironmental Design / Art Direction / Design
L6 Reel Platform LaunchPackaging Design
BOA Pioneer / Vincent VietArt Direction
The Running EventEnvironmental Design
CatalystBrand Identity / Design