OM SIGNAL — NEVER HOME CREATIVE

CASE STUDY

smart branding solutions for sMART SPORTS APPAREL

Role: Creative Direction - Brand Strategy - Brand Identity - Copywriting - Art Direction -Retail Activations - Photography.

Key Deliverables: Brand Identity, Messaging, Copy Guidelines, Packaging Design, Unboxing Social Media Strategy, Website Redesign, OMSignal APP design, Pop-Up Shop creation and production.

CONTEXT:

Back in 2014, pre iWatch, Fitbit & other smart wearables, this tech start-up was developing an advanced range of smart apparel in the form of a sports t-shirt with integrated biometric tracking sensors.

CLIENT ASK:

“Give our technology, brand & product offering a clear identity, positioning & messaging that aligns our B2C & B2B offering with guidelines that can be handed off to internal & external suppliers”

INSIGHT:

For the branding, we needed to turn the technical science of biometric data analysis into a more user friendly, approachable & unique aesthetic

SOLUTION:

We visually translated each body metric into a geometrical form and gave them corresponding colour palettes which could all be assembled together as graphic patterns in an infinite number of ways depending on the media and the brand’s future needs.

This flexible, graphic iconography communicated the flow of data around the body which then inspired the photography direction & guidelines of showing an athlete’s ‘data-body-double’ - them with OM Signal and without, which again let us bring our ‘data pattern’ into the aesthetic of all photographic deliverables.

Despite increased venture capital investment & IP interest from brands such as Adidas & Ralph Lauren Sport, wearable fitness trackers such as Fitbit & Apple iWatch were quickly emerging, proving to be a more convenient & fashion friendly alternative to a smart shirt.