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.
Content of video led by Joe Starmer. Bumpers art directed by me.
La Sportiva Cyklon CampaignArt Directon / Digital Design / Print Design
2021 Fall CampaignArt Directon
Dialed In CampaignCampaign Design / Art Direction
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
habu Brand ExplorationBrand Identity / Design