Boa Technology

SITUATION: Boa Technology creates fit systems that replace traditional laces for gear ranging from snowboard bindings to medical braces. After years of operating in the B2B space, they decided to shift their strategy and see if they could capture a larger market share by speaking directly to consumers. To put their new attack plan into action, they needed to refresh the brand. To take a brand from being focused on businesses to focused on humans means finding its emotional appeal. Boa knew their brand in terms of function and features—our job was to uncover what that meant to people. What’s the story behind better fit? STRATEGY: Show that a better fit from Boa Technology gets and keeps people in their zones so they can get more out of themselves. CREATIVE EXECUTION: Our strategy was the launching pad for a brand platform, messaging framework, brand design kit, and website. The bold and optimistic attitude of our users influenced everything from photo style and icons to logo and typography; every interaction needed to leave them feeling inspired to get out and get after it without having to worry about their gear.