HABU FIT SYSTEM

If BOA is the successful older sibling, think of habu as the younger brother trying to break out of the shadow by dyeing its hair red and deciding to study abroad. habu is a sub-brand of BOA that produces a similar product but is marketed in regions and categories where BOA doesn’t make sense.

 I was the lead creative during the launch of habu and helped set the visual direction for the brand. This included crafting the brand standards, designing the website, creating the product catalog, and art directing studio photography and video bumpers.

ART DIRECTION / BRAND IDENTITY / WEB DESIGN / DESIGN

ROLE
Art direction and design

CREATIVE DIRECTOR 
Garrett Davis

DIGITAL DIRECTOR 
Thomas Stimpson

DIGITAL MANAGER 
Carlo Ritschl

WEB AGENCY 
Jellyfish

STUDIO PHOTGRAPHY
Brent Taylor

 

BRAND STANDARDS

MikeSpencerDesign-HabuFitSystem-BrandStandardsCover-1920×1280-1
MikeSpencerDesign-HabuFitSystem-BrandStandardsPrimaryLogo-1920×1280-1
MikeSpencerDesign-HabuFitSystem-BrandStandardsTypography-1920×1280-1
MikeSpencerDesign-HabuFitSystem-BrandStandardsColor-1920×1280-1
MikeSpencerDesign-HabuFitSystem-BrandStandardsGuarantee-1920×1280-1
MikeSpencerDesign-HabuFitSystem-BrandStandardsProductMessaging-1920×1280-1

WEBSITE

PRODUCT CATALOG

MikeSpencerDesign-HabuFitSystem-CatalogCover-1920×1280-1
MikeSpencerDesign-HabuFitSystem-CatalogDials-1920×1280-1
MikeSpencerDesign-HabuFitSystem-CatalogDevelopment-1920×1280-1
MikeSpencerDesign-HabuFitSystem-CatalogLaceGuides-1920×1280-1
MikeSpencerDesign-HabuFitSystem-CatalogLaceGuideCompatibility-1920×1280-1
MikeSpencerDesign-HabuFitSystem-CatalogConfigurations-1920×1280-1

VIDEO

Content of video led by Joe Starmer. Bumpers art directed by me.

Other Work

La Sportiva Cyklon CampaignArt Directon / Digital Design / Print Design

Dialed In CampaignCampaign Design / Art Direction

Performance Fit LabEnvironmental Design / Art Direction / Design

L6 Reel Platform LaunchPackaging Design

The Running EventEnvironmental Design

CatalystBrand Identity / Design

habu Brand ExplorationBrand Identity / Design

© Mike Spencer 2021