Josh Svoboda is |

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INFO

Josh Svoboda is |
Josh Svoboda is |

WORK

PLAY

INFO

Art Direction

Identity

Campaign

WHOOP: SportFlex

Art Direction

Identity

Campaign

WHOOP: SportFlex

Art Direction

Identity

Campaign

WHOOP: SportFlex

SportFlex marked the first new band fabrication in years for WHOOP. This called for developing a unique identity and launch system for this special new silicone band.


The design and copy teams worked together to create a new naming platform that felt rooted in performance, but extendable to all of the different use cases of the band. SportFlex became our final name. It sounds sporty, but leaves the door open for all of the other situations in which the band can be beneficial.

My role: Design, Art Direction

CD: Michael Schmitt

Copy: Brice Rothenberg

Photo: Jacob Harris

Video: Zack McCabe

Animation: Julie Timerson, Elise Dyck

I created a logo using a modified version of Proxima Wide, a variant of our main brand font Proxima Nova. The wide variant allowed this launch to feel special and elevated, and the custom soft rounded caps mimic the ventilation cutouts on the band.

SportFlex has 4 main “proof points” and I created custom icons that represent each. The icons mimic the soft caps and webbing from the typeface so the whole launch feels cohesive and considered. These icons were then integrated into our “tech bar,” a design element I created to make the campaign feel technical, just like the band itself.

In addition to our on figure photography, we also captured blurry textural plates that were used throughout the campaign including social, email, and web touchpoints—this elevated the campaign and gave us more elements to work with.

All of these separate elements—textures, photos, renders, logo, and icons—came together in our final launch video that was used across social and a dedicated landing page. It ultimately conveyed a sense of motion and energy to celebrate the new fabrication.

In addition to our on figure photography, we also captured blurry textural plates that were used throughout the campaign including social, email, and web touchpoints—this elevated the campaign and gave us more elements to work with.

All of these separate elements—textures, photos, renders, logo, and icons—came together in our final launch video that was used across social and a dedicated landing page. It ultimately conveyed a sense of motion and energy to celebrate the new fabrication.

In addition to our on figure photography, we also captured blurry textural plates that were used throughout the campaign including social, email, and web touchpoints—this elevated the campaign and gave us more elements to work with.

All of these separate elements—textures, photos, renders, logo, and icons—came together in our final launch video that was used across social and a dedicated landing page. It ultimately conveyed a sense of motion and energy to celebrate the new fabrication.