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 very similar product but is marketed in regions and categories where the BOA brand doesn’t quite fit.
I led the creative direction for the launch of habu, setting the visual identity and establishing the brand's standards. My contributions included designing the website, developing the product catalog, creating POS and tradeshow assets, and art directing studio and lifestyle photography as well as animated 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
LIFESTYLE PHOTOGRAPHY
Aaron Dodds
BRAND STANDARDS
WEBSITE
PRODUCT CATALOG
VIDEO
Content of video led by Joe Starmer. Bumpers art directed by me.
LIFESTYLE SHOOT
Other Work
La Sportiva Cyklon CampaignArt Directon / Digital Design / Print Design
Spatial Informatics GroupBrand Identity
Dialed In CampaignCampaign Design / Art Direction
Valley Children's Hospital Impact ReportUX Design / Web Design
RootsBrand Identity
2021 Fall CampaignArt Directon
Saucony Switchback 2 CampaignArt Direction
Travis Credit UnionCampaign Design / Animation
BOA Pioneer / Vincent VietArt Direction
Cuesta College Concert SeriesGraphic Design / Illustration
Performance Fit LabEnvironmental Design / Art Direction / Design
L6 Reel Platform LaunchPackaging Design
The Running EventEnvironmental Design
habu Brand ExplorationBrand Identity / Design
