Yard NYC has developed a fully integrated brand and advertising platform to introduce Kizik, a leader in ‘hands-free’ footwear. The new initiative introduces the brand and its styles through a national campaign built around the brand promise “Motion is Magic.” The idea is that Kizik frees you to enter a life of easy movement so you can experience life in motion.
Yard created a full scope of branding and design workfor the launch: brand design and guidelines and positioning to branding, marketing, retail experience, customer service, and company culture. Motion is Magic will act as a catalyst for Kizik’s next and most ambitious phase of growth as Kizik expands with a national brick-and-mortar roll-out, entering into new wholesale partnerships and expanding into international markets.
All the design elements were created to support the idea of frictionless motion. This concept comes to life visually through a design system of simple, unadorned elements that include a logo and typeface in PP Mori, a distinctive type that can be used as a headline and body copy; a color palette of energetic colors inspired by the outdoor world and nature; and stickers in vibrant color combinations that add fun illustrative elements.
In terms of photography style, the blur effect is used as a graphic device to leverage locations and environments as almost abstracts while grounding the brand visuals and creating a sense of motion.
