Lane Eight’s voice is refreshing for a sports brand, it doesn’t speak in terms that would alienate a specific athlete or a person who may not even consider themselves particularly active. It speaks to and for your everyday folk, sometimes with a touch of wit, always approachable and often clever.

In a performance space dominated by titans, a unique point of view and a storytelling approach can level the playing field for independent brands.There is opportunity for LANE EIGHT to apply a lifestyle approach bolstered with attention to technical details and materials, to create the perfect balance for a performance lifestyle brand.

How might we design a visual identity that redefines sport on our own terms. Stripping back the layers of the game to reveal the reasons why we fell in love with activity in the first place: connecting with new and old friends and feeling a sense of belonging.

We have distilled all our research and came up with a tagline, "Life in Motion". However there can be many interpretation for the brand, it can be contemporary, minimalistic or futuristic.

We started by gathering images on Instagram, images include photography, poster, instagram post, packaging and branding items such as business cards. We grouped them into 5 distinct art directions, and named them. We sent them off to the business owners and ask for their most idealistic option.

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Although the client did not really choose a single option for us, they circled the images they like and cross-out images they don't like across all 5 directions. We can still get a pretty clear idea of what they like.