Product	StrideLite and CycLite Strobe-lite Safety Gear for Runners + Cyclists
Project	Complete Brand Identity
Scope	Brand Strategy, Logomarks, Identity System, Illustration, Packaging, Hangtags, Garment Branding, Stationery, Point-of-Sale, Sales Collateral, Website, Print Communications

What exactly is strobe-light safety gear for runners, walkers and cyclists? StrideLite® and CycLiteTM products feature nanometer-thin Electroluminescent Lamps that are completely flexible and almost totally weightless. The 360º high-powered blue strobe light is visible at night up to 1/2 a mile away. The brand identity needed to clearly communicate the safety proposition, but do so in a way that also a) leverages the fashion-inspired design style, b) identifies the link to sport and activity, c) emphazises the unique “illumination” qualities, and that d) creates a unique and memorable brand. Safety or sport alone would not be enough.

Taking its cues from hazard symbols and warning signs, the logo and identity blends the idea of safety + sport + light in an icon for each product line. The packaging and collateral use the ubiquitous reflective silver and fluorescent colours of safety materials, and does so with a modern and innovative design style. Prominent “Product Feature Charts” highlight the key product attributes and combine with the overall graphic sensibility to create a highly technical but approachable “Safety Materials” metaphor on every item of print and packaging in the identity. The personality of the brand goes even further, emphasizing the unique “illuminated” proposition with engaging wit and humour in such lines as “You will see the Lite”, “You can run but you can’t hide”, and “Always wear protection when you go out at night”.