Creative Direction and Design
Creative Direction and Design
Vimazi is a new running shoe brand born from an aha moment the founder had while training. Your aha moments about running shoes tend to be greater when you’re a lifelong competitive runner with a PhD in physics and a veteran in the running shoe business. And it helps when you hire your lifelong runner friend with brand creation experience as the CMO. Vimazi is the first running shoe tuned to your pace, because experiments showed forces applied at different speeds warrant different material consistency. The V logo was pulled directly from physics equations used in the initial product studies; the v for velocity, with some alterations. The below gallery shows the winding road we took before landing on the identity, font and color system.
We quickly centered on a V shape because of the name and we liked that it was triangular, which felt nicely contained and could fit in a variety of future applications.
One of the more strange early experiments.
We comped most of the designs to see how each mark would sit on a shoe in both directions.
We were exploring fonts in tandem with developing the mark and as the mark took shape we landed on Isidora, a font with a rounded option that felt aligned with the V.
Once the basic V shape was coming together, lots of small alterations were made to proportions, curved edges and the exact shape above the V.
Final horizontal lockup
The palette felt fresh in the running shoe arena, but also brought some bold emotional attributes to help balance the scientific side of Vimazi. Attributes and motivations came from a “Brand Gravity” self analysis that helped launch the brand.
Prototypes!
Logo pattern developed and used in Vimazi apparel.