Performance & Outdoor — 2023
Mavix
A mark built around ascent and depth.
Overview
A symbolic identity system for a brand positioned at the intersection of performance, nature and growth.
A single ownable mark that differentiates in a category everyone else still looks the same in.
- Client
- Mavix
- Industry
- Performance & Outdoor
- Year
- 2023
- Services
- Brand Strategy, Visual Identity, Art Direction
- Related
- Branding
01 — The Requirement
Mavix needed a mark strong enough to anchor an entire brand, in a category — performance and outdoor gear — full of the same visual shorthand: mountains, carabiners, all-caps grit.
02 — The Challenge
The brief asked for two things that usually fight each other: an upward, aspirational energy, and a sense of being grounded and rooted. Most attempts at both end up looking indecisive.
03 — The Approach
The mark resolves it with one idea — an arrow rising out of a root system — rendered in sharp, deliberate linework instead of illustration.
04 — The Process
We went through several rounds just stripping the mark down, cutting anything that only worked at one size, until it held up equally well on a business card and a billboard.
05 — The Solution
The system extends cleanly across digital and physical touchpoints, anchored by confident, minimal typography.
06 — The Result
Mavix has a mark that's actually theirs, not another variation on the outdoor-brand mood board most of the category is pulling from.