Optizone is a cutting-edge company founded by a team of scientists from EPFL, dedicated to helping athletes recover from injuries and achieve peak performance. By combining advanced technology with sports science, Optizone offers innovative solutions that accelerate rehabilitation and optimize recovery processes. Tasked with leading their brand’s rebranding journey, I developed a completely new visual identity and tone of voice for Optizone. This included designing a sleek, modern aesthetic and a communication strategy that resonates with both professional athletes and sports enthusiasts. The goal was to create a brand that reflects the company's expertise, precision, and commitment to pushing the boundaries of recovery and performance.
Role:
Art Director
Industry:
Sport
Client:
Optizone
Key Points
Team size: 1
Departments involved: Creative Direction, Graphic Design, Stakeholder Management, Strategy
My role: I led the creative and strategic direction for the project and facilitated iterative workshops with the client to ensure their vision aligned with the design while meeting all functional and aesthetic goals. I also managed the design process, from concept to final production, collaborating with stakeholders to ensure seamless execution.
Softwares: Adobe Illustrator, Photoshop, InDesign, Figma
Skills: Art Direction, Graphic Design, Project Management, Stakeholder Communication, Branding Strategy
Challenges
For Optizone, the challenge was to create a fresh identity that captured Swiss precision, technological innovation, and the dynamic energy of sport. The design needed to balance clean, minimalist aesthetics with a sense of movement, reflecting both the technical and athletic sides of the brand.
Working with a client with limited design experience was another hurdle, requiring a lot of guidance and education about the design process. However, the client’s engagement and enthusiasm made the collaboration incredibly rewarding. Together, we crafted an identity that resonates with athletes and showcases Optizone’s innovative approach to sports recovery.
Approach
Visual Benchmarking
We started by conducting a thorough visual benchmarking to analyze what had already been done in the industry. This helped us identify opportunities for differentiation and ensure that Optizone’s identity would stand out in a competitive market.Iterative Workshops
Through a series of iterative workshops with the client, we focused on aligning the project with their goals while adhering to the timeline and requirements. This collaborative process was crucial for refining ideas and ensuring we were on the right track.Production & Finishing
The project also involved close attention to the production process, from selecting suppliers to working on print finishes. We paid special attention to the digital aspects as well, ensuring the design would translate seamlessly across both physical and online platforms.
