HABU BRAND EXPLORATION

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.

BRAND IDENTITY / DESIGN

ROLE
Design

CREATIVE DIRECTOR 
Garrett Davis

SKETCHES AND EARLY VECTOR WORK

habu-brandexploration-sketch1-640×640-1
habu-brandexploration-sketch2-640×640-1
habu-brandexploration-sketch3-640×640-1
MikeSpencerDesign-HabuBrandIdentity-InitialComps-1920×1280-1

FINAL PROPOSAL

MikeSpencerDesign-HabuFitSystem-LogoAllUp-1920×1280-1
MikeSpencerDesign-HabuBrandIdentity-DialMockup-1920×1280-1

COMPARISON

Other Work

La Sportiva Cyklon CampaignArt Directon / Digital Design / Print Design

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Habu Fit SystemArt Direction / Brand Identity / Web Design / Design

Performance Fit LabEnvironmental Design / Art Direction / Design

L6 Reel Platform LaunchPackaging Design

The Running EventEnvironmental Design

CatalystBrand Identity / Design

© Mike Spencer 2021