HABU FIT SYSTEM
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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
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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
WEBSITE
PRODUCT CATALOG
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
Travis Credit UnionCampaign Design
2021 Fall CampaignArt Directon
BOA Pioneer / Grayson MurphyArt Direction
BOA Pioneer / Vincent VietArt Direction
Cuesta College Concert SeriesGraphic Design
Performance Fit LabEnvironmental Design / Art Direction / Design
L6 Reel Platform LaunchPackaging Design
Social Media CampaignsDigital Design
The Running EventEnvironmental Design
habu Brand ExplorationBrand Identity / Design
CatalystBrand Identity / Design
