“Rather than a smart solution to improve convenience, we developed a messaging platform highlighting Boa's core purpose of optimizing performance.”
— Jared Milam / Creative Director - Brand
“The stylized “B” references a tightening lace and a coiling snake, while the geometric proportions work well on the dial and provide a clean and clear framework that translates to a myriad of icons and graphic styles.”
— Chris Damiani / Art Director - Brand
“Raw, heartfelt, and dynamic imagery elevates product benefits and the experiences they enable. ”
— Karly Hand / Art Director - Brand
Coming into this project, Boa was often conceived as a one size fits all solution – merely a replacement for traditional laces – rather than an upgrade. We helped to highlight both their innovative roots and purpose-driven passion for performance.
The focus of the story became moving the brand identity past the reference to the dial and to re-position the brand around owning the experience of fit. The old arrows were often mistaken as a recycling symbol or were counter to the way some dials turned, making them confusing. We sought to make the Boa brand name synonymous with the experience of premier fit.
The brand launched in mid February with a new website and resounding excitement from Boa’s brand partners. For the new site, we partnered with Metal Toad, who integrated a CMS that allowed Boa to leverage their suite of elevated visual content while highlighting epic experiences, seasonal initiatives, and product success stories.
Stay tuned for more as the new identity continues to roll out over the coming year!