HitIQ — Brand Identity
A1.S was engaged by Light Creative to refresh the identity for Melbourne-based sports tech startup HitIQ, who have developed the world’s smartest mouthguard, detecting player concussions.
A strategic move to position the brand as one focussed on data science, meant avoiding cliche visuals commonly seen within the sports tech industry that often focus on ‘entertaining’ over informing.
HitIQ instead puts the science in front of the sport, addressing the serious issue of head injuries and player welfare.
SERVICES
— Creative Direction
— Brand Identity
— Brand Style Guide
— Photography (Campaign & Product)
— Social Media ContentCOLLABORATIVE PARTNERS
— Strategy & Client Management / Light Creative
— Website / Alyoop Studio
— Video / Stacked Content
Art Direction
Serious and stylised images of sports players were produced to hero the product, humanise the brand and communicate the vulnerability of the athletes that put themselves at risk of head injury on a regular basis.
Risk is not a game.
HitIQ is primarily targeting league execs, team doctors and coaches who are fearful of failing their duty of care.
Consequently, a serious and informative tone-of-voice was established to gain cut-through and reinforce the message that a HitIQ mouthguard provides the data and insights to improve player welfare.
