BRAND IDENTITY, NAMING, WEB DESIGN, SOCIAL MEDIA CONTENT, ANIMATION, ILLUSTRATION
naming, design, illustration, animation, copywriting
CARI SEKENDUR, HEIDI CHISHOLM, LARA TURNER, MOLLY CARKEET
Hifi Athletics is a boxing-inspired streetwear brand. It creates considered apparel to empower women, non-binary, and trans people in combat sports and beyond by subverting the macho narrative of boxing to make it their own. Launching soon.
The purpose of the brand is to push the culture of women, non-binary, and trans people in boxing forward by spreading awareness and building a brand that boxing aficionados and streetwear enthusiasts alike can rally around.
Butter created the brand identity and all digital assets for HiFi. The concept pushes a streetwear aesthetic with quirky collages elements, bright colors, and graphics that promote diversity and inclusion within the sport and outside it.
A series of collages for a pre-launch social media campaign were developed to spark intrigue in the brand. The collages mix vintage boxing paraphenailia with textures and other cheeky elements.
The brand mark is two "corners," which represents the ideal from boxing of, "being in one's corner". It represents a sense of unity and teamwork within the sport.
Follow @hifi_athletics on Instagram for news on product releases and the launch of the brand!