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A transformative collaboration aimed at reimagining Fyous' identity to better echo their custom-made orthopaedic footwear, with a sleek, engineered, and minimalistic appeal.
Fyous footwear
a complete rebrand for custom-fit footwear
PROJECT TYPE ¹
SERVICES ²
INDUSTRY³
YEAR⁴
REBRANDING
BRAND DESIGN
BRAND ARCHITECTURE
KENETIC MOTION DESIGN
PHOTOGRAPHY
ART DIRECTION
MEDICAL / FOOTWEAR
2023
We embarked on an ambitious project to redefine Fyous, a trailblazer in custom-made orthopaedic footwear. The task was to create a completely new brand identity, aligning with the brand's evolution and appealing to a direct-to-consumer market. Our focus was on illustrating the custom-engineered essence of Fyous footwear.
[OVERVIEW]
[MEDICAL]
[DIGITAL]
[FUTREISM]
[CUSTOM-MADE]
[TEXTURE]
Embracing Fyous' core values of innovation and precision, our design strategy encapsulated a modern, minimalist aesthetic while retaining its strong technical and medical roots. This translated into every aspect of the brand's new identity, from the master logo to the colour palette and beyond.
[APPROACH]
A critical aspect of our strategy was the seamless integration of 'Made in Sheffield' and 'Polymorphic' into the brand architecture. 'Made in Sheffield' emphasises Fyous' commitment to local craftsmanship, while 'Polymorphic' highlights its unique, custom moulding technology. Both sub-brands were designed to complement and strengthen the master Fyous brand.
[BRAND ARCHITECTURE]
Due to polymorphic’s importance as a key component of Fyous, it was important to ensure that it was easily identifiable aand so we developed the bracket icon out of the Fyous logo to visualize that polymorphic technology is at the heart of Fyous. Whilst also using elements from the Fyous logo such as the 'o' to create design elements that can be used to support the brand i.e a dot grid which resembles the scanning technology Fyous uses.
[VISUAL CONSISTENCY]
Towards the project's conclusion, we conducted a comprehensive studio and lifestyle photoshoot. This allowed us to perfectly align the imagery with the rebranding vision, ensuring a cohesive visual narrative that beautifully complements the Fyous identity.
[PHOTOGRAPHY & IMAGERY]
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