Brand Story

K-Swiss came to us because they were having a hard time establishing their FORM Athletics brand and getting it into retail shops. They couldn’t seem to get it to feel right, and although FORM is a different type of MMA brand, retailers weren’t taking them seriously, because the “MMA look” isn’t one that appeals to most consumers. They asked us to help solve this problem and act as their creative agency of record.

We started at the beginning… understanding the business. We got into the heads of the team at FORM to see where the issues were coming from and what the plan was for the brand. After getting the base info and coming to a common understanding that FORM was an athletic wear line, and not an “MMA” line. We quickly developed our approach and brand strategy.

Our first task was to solve the logo problem. It was hard to read and needed a fresh new look… something that spoke of athleticism and a winning attitude. So we re-built it incorporating elements of motion as well as solidity. It’s now a wordmark that is very recognizable and also has an icon that can be isolated as an identifiable brand mark.

Next was the task of setting the art direction for the product line in order set the visual language, and define the brand identity. As with any brand involving many products, there needs to be continuity - an overall look that makes the brand stand out.

With that in mind, we designed a full line of apparel for Form, holding true to the direction and identity of the brand. Check it out. The clothing speaks for itself.

Then we took on the marketing and brand promotion efforts. We needed a style that was unique, original to the brand, and would help position the brand for success. Working closely with the marketing department, we developed the Confidence in One campaign  — a campaign based on the idea of dedication and what it takes to be confident in who you are and what it takes to make it.

FORM is making waves and is changing the face of the MMA. We’re cleaning it up, redefining it, and our work for the brand has helped lead the way. Sales efforts are being moved into an online environment and the new site (a collaboration between us and the digital agency of record) will be the primary source for all things FORM.

Branding Services

• We re-designed the Form logo — making it more legible, flexible, and more dynamic.
• We established the art direction for the brand and set a style guide to ensure consistency throughout the brand.
• We designed a full line of apparel and other merchandise.
• We concepted, designed, and implemented marketing and advertising campaigns.
• We assisted with design and creative direction of formathletics.com.
• We are currently their creative agency of record.