Supwell
Background:
When doing research to find your next running shoe, chances are you will come across a YouTube video, article, or social media post from Supwell. Known for its thorough, honest reviews of running shoes, motivational reflections on training and life philosophy, and community-driven forum/secondary shoe marketplace (The Supwell App), Supwell is a breath of fresh air in the landscape of running media and journalism. While shoe brands continue to woo influencers and media outlets with trips to conventions and industry events, sponsored bibs in major marathon races, and free shoes and merchandise in attempts to generate positive reviews for their products, Supwell stands in stark contrast. Prioritizing self-funded journalistic integrity over brand sponsorships, producing thoughtful long-form content instead of highly-edited videos designed to appease algorithms, and championing relentless progress over perfection, Supwell is truly a new frontier in running culture. The concept of a new frontier was central to the identity I designed for Supwell, incorporating influences from the visual culture of the American Wild West.
Brand Strategy
Identity Design
Logotype Design
Custom Type Design
Social Media Design
The New Frontier of Running Culture
The Supwell Brand Identity system features a fully-custom set of variable display typefaces for maximum flexibility across every possible brand touchpoint.
Design Process
The Supwell brand typefaces take inspiration from a variety of sources, including traditional varsity fonts, woodblock typography from nineteenth century advertisements, and the unique flair of Wild West lettering.
