Run above reason
Joe Nimble is a boutique running shoe brand born out of a 50-year old functional footwear company. With a new shoe coming to market poised to disrupt the industry, they were facing challenges in communicating their technical innovations effectively, and enlisted our help to connect with their target audience of dedicated runners. With updated look, feel and messaging we transformed their technical features into emotional benefits and positioned Joe Nimble as a beacon for Serious Runners—those who prioritize running above all else. Offering footwear that promises longevity in their passion, Joe Nimble is for those who Run Above Reason
With the development of a new brand message came a revamp of the brands guidelines. We took the most definitive and unique aspects of the brand, and doubled down on those to help Joe Nimble stand out in a crowded space. We simplified a complicated palette focused on their distinct primary yellow color - then paired it with a gritty/real photography style and snappy, engaging headlines. From there we developed key artwork to help enrich their go to market plan.
Thrilled with their new brand position, the guys asked us to develop a suite of apparel to help them live and breathe it every day. The merch is both featured in their online store and also an effective tool to increase brand awareness at running events and races around the world.
