HOKA
Hoka approached us for a refresh of their look and feel. Our concept revolved around the idea “Joyful Performance” which is the idea that anyone can enjoy high performance running shoes without the polarizing intensity of some of their competitors.
In order to communicate the “Joyful” element, we gave them a new electric color palette that was inspired by the outlandish look of the shoes. To juxtapose that feeling with a grounding element of “Performance”, we created a clear underlying grid that informed all of our design system.
What resulted was a comprehensive identity that fully embraced the world of Hoka and the idea of Joyful Performance, while creating clear channels of communication for their brand voice.
Agency: Anomaly
Role: Senior Designer
Creative Direction: Jeremy Wirth, Mindy Benner