K-SWISS & FORM / BRANDINGBrand Design Explorations
As the agency-of-record for the K-Swiss / Form Atheletics brand, we executed a lot of work that never saw the light of day.
In any client relationship, we spend a lot of time in the ‘Discovery’ phase where it is critical to figure out what isn't working, and come up with a solution that fixes the problem. During the development of the FORM brand, we explored various design directions trying to find that solution. While playing with some new identity possibilities, we executed key visuals that took into consideration the "grit" and "agressive" nature of the sport and implemented a design language based around desaturated imagery, torn edges and training.
The end result of this process was some great looking artwork that we felt was strong, but not right for the FORM brand and our attempt at differentiation. This process did lead us to a common understanding that FORM was an athletic wear line, and not an “MMA” line. So we quickly developed our approach and brand strategy, executed it, and haven’t looked back since. You can view the direction we took things by clicking here