Icon Design Concepts / Web Design Concepts
Two Things
Creative Director: Lizzy Sonenfeld
Creative Director: Mark Ronson
Designer
Kevin Craft
Working on TNF has always been a dream of mine and when Two Things reached out for help on the VECTIV trail running shoe campaign I didn’t hesitate to say yes. Working with the team was absolutely one of the best experience of my career.
VECTIV
TNF was launching a campaign for their new trail running shoe, VECTIV. The main focus of the campaign was to come up with a creative style the showcased the core attributes of this new kind of shoe. My task was to work with Two Thing’s creative team to come with with an icon system that would visually show Propulsion, Traction, We were given a whole library of photography to work with of athletes from from trail running events from around the world.
3 Icon System
Many icons were created to visually convey the ideas of Traction, Propulsion, and Stability. Ultimately, what won them over was the idea of creating all three using a dot matrix. TNF was drawn to the idea of each icon being made of these microscopic connections, as they related to the gridded materials used to create this new trail running technology for the shoes. The icons were then animated for presentations and the web design concepts to show a characterization of what they do. The matrices were later carried over to the rest of the campaign in the forms of POP displays, interior design, and backgrounds for web design.
Brand Guide
A brand guide was then created to hand off to TNF to serve as a blueprint for how the brand elements come together. It included patterns, an icon guide, font system, and showed how the dots and lines could be used on photography.
I worked with Mark to create web design concepts that could be used for the VECTIV landing page of the TNF site. This ranged from layout, site animations, and even button designs, all of which were hybrids of the existing TNF brand with the new identity of VECTIV added to it. All animations had elements of the orginial dot matrix as well as the angle of the V in the VECTIV logo.
All in all, this project was a dream come true. It was great working with both Two things and TNF on this project and I learned so much along the way. Can’t wait to work on other projects together!