AssignmentCreate an identity for a new minimalist shoe company.
challengeCarve out a new space in the market that champions minimalist philosophy and cutting-edge design.
approachBuild a brand to celebrate natural motion, using multiple exposure photography and a radiating logo that reflects Topo’s mission: To amplify what the body does best.
Some shoe brands promise to transform you. Topo celebrates what’s already there.
When Topo Athletic came to us, they weren’t just launching a new product, they were introducing a new idea: a minimalist shoe fabricated with high-tech materials to support the body’s natural movement, not change it.
As we worked to build the identity for this new brand, we knew we needed to bring together the ideas of simplicity and innovation.
So we created an identity based on the idea of amplification. We used multiple exposure photography to celebrate the body’s movement and designed a radiating logo to signal the same energy and flow.
From packaging to print, every element worked to express the belief that natural movement is an amazing and beautiful thing.