Fit to Go Further
Operating primarily as a business to business model, Boa needed a new way to connect to individual consumers and redefine how they told their story.
Consumer first, partner forward
Working closely with the team at Boa, we developed a strategic approach moving the brand's focus from one of convenience to performance advantage, all while keeping it consumer first.
The challenge in developing Boa's new identity was one that could be legible from multiple angles, micro sizes, and carried well when paired with a multitude of brand partners. A single-color mark was created with thicker lines, subtle product cues, and proportions that made it work perfectly in both marcom and on the dials themselves.
To carry our new identity forward, we created a visual system that was bold, strong, and clear, while being flexible enough to tell Boa's wide variety of stories. Our color palette was directly inspired by the outdoors, keeping the system fresh, authentic, and optimistic.
Ready For Anything
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.
The flow of the new digital experience centered around an immersive discovery for both new and experienced Boa users alike. We focused on Boa’s main position as the ultimate connection between equipment and human, while tying the product directly to the experiences it improves.
Before approaching Cinco, Boa was often thought of as simply a replacement for normal laces. With our collaboration, we helped tune their story to one of innovation, purpose-driven performance, and making their name known as the leaders of premier fit.