Boa founder Gary Hammerslag started with one big idea – to replace traditional shoelaces in snowboard boots with a faster, more convenient method of lacing up. In 2001, The Boa System was introduced to the world in a series of boots with their first partners, K2 and Vans. Since then Boa has found a home with partners across categories, from snow and golf to utility and medical.
While their systems were featured in millions of products around the world – from fine tuning fit in the shoes of the world’s best cyclists to working 60 hours a week in utility boots – they’d spent the majority of effort communicating their story business to business. To better connect with individual consumers, they needed to reconfigure their messaging strategy and develop a more approachable, confident brand presence.
We helped Boa establish a position as the clear leaders in fit. They operate in a market where consumers have a myriad options, and Boa needed to communicate their founding belief that when your gear fits perfectly you can do more of what you love. We distilled their motivation, passion, and attention to detail into a brand platform that serves the needs of all their audiences. With the core strategy defined, we worked alongside their internal teams to develop a re-vamped voice, brand identity, visual language, photography style, and digital experience that is driven, heartfelt, and insightful.
“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 while the geometric proportions work well on the dial and provides a clean and clear framework that translated to a myriad of icons and graphic styles.”
— Chris Damiani / Art Director - Brand
“Raw, heartfelt, and dynamic imagery heroes 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!