BRAND IDENTITY, NAMING, WEB DESIGN, SOCIAL MEDIA CONTENT, ANIMATION, ILLUSTRATION
CARI SEKENDUR, HEIDI CHISHOLM, LARA TURNER, MOLLY CARKEET
HiFi Athletics is a boxing-inspired streetwear brand for women. Created for those who have historically been marginalized in combat sports, it will expand their space in the culture, encouraging them to make it their own.
The brand speaks to innovation rooted in tradition. It pays homage to the look and feel established throughout the history of boxing, but subverts it as lifestyle-forward and customized for women. HiFi is inspired by the flamboyant, flashy, loud, over-the-top aesthetic of boxing culture: the robes, the shorts, the silk, tassels, and patches that adorn traditional garments worn in the ring. They push the boundaries of boxing culture by adding something new, through style, approach, and mentality.
As we developed the company strategy, name, brand identity, digital persona, and apparel design, some questions that came to mind were: how are traditionally masculine arenas, like boxing, changing and shifting as people other than cis men enter the ring or the gym? What about the culture of sport has stayed the same, what has changed? What work still needs to be done?
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.