Inspiring the World
CLIENT / CIELE ATHLETICS
Ciele Athletics represents the true spirit of running culture. A company started by a few athletic designers wanting to build a brand by runners, for runners, and invite the whole world to join them.
We shared their belief in the power of movement to change lives, but saw a challenging landscape full of established brands ahead. We dug into running culture and found something more powerful than any endorsement—the reason people first fall in love with moving their bodies: the feeling of getting lost in the motion, focused, and in the zone.
SETTING A SITE IN MOTION
We brought this feeling of flow to life with an ecommerce experience designed to move people as much as product. Using an open, free layout with images that interrupt and repeat themselves like the snapshot memories after a long run, we spoke the authentic language of runners, and used messaging that came in the same, focused, no-fluff mentality.
RUN FOR ALL
Part of Ceile’s mission is to connect people in community, so we approached their social design as elevated, minimal collage, bringing together the solitary journeys of different runners in one space, through Ciele. We showed runners by saying less that we understood their culture, and nothing matters except the feeling of the run: and the gear that helps you get it.
ALL TOGETHER NOW
We assembled the full system that we developed for Ceile into a brand guide that could ensure consistency in all materials with all partners, as well as explain the cultural heart of the work to anyone new to the brand.