Sole Mechanics needed to reinvigorate their branding as their logo at the time didn’t represent the brand and its ideals properly.
Their products were primarily focused on the natural motion/movement of the foot as it effects the entire body from the ground up. They wanted to showcase this natural element mixed with a hint of mechanics (referring to the foot and the body itself) thrown in.
Combining two completely different, seemingly opposite components of the brand together was a feat in itself. The branding pictured was actually our first concept, but after being asked to work on multiple concepts we all kept coming back to this concept. The combination of the tree and the bolt is strong in its diversity and its representation of the Sole Mechanics brand is fitting.