Work
Year
Year
2025
2025
Client
Client
Auralix
Auralix
Every slide leaves a mark.
Duration
Duration
5 months
5 months
Location
Location
Madrid, ES
Madrid, ES
Industry
Industry
Sports & Performance
Sports & Performance
Deliverables
Deliverables
Brand identity, logo design, art direction, photography direction, campaign creative, and brand guidelines.
Brand identity, logo design, art direction, photography direction, campaign creative, and brand guidelines.
Auralix is a performance footwear brand engineered for clay court tennis. What began as a specialist shoe designed to grip, slide and recover on red clay evolved into a full brand identity — raw, kinetic and built for the player who treats every point like the last one of the match.
Auralix is a performance footwear brand engineered for clay court tennis. What began as a specialist shoe designed to grip, slide and recover on red clay evolved into a full brand identity — raw, kinetic and built for the player who treats every point like the last one of the match.
Engineering a Footwear Brand Identity as Aggressive and Precise as the Game It Was Built For
Engineering a Footwear Brand Identity as Aggressive and Precise as the Game It Was Built For
Auralix was designed from the ground up. Literally. The brand began with the sole — a clay-specific outsole pattern engineered to maximize grip on loose surfaces without sacrificing the controlled slide that separates elite clay court movement from simple running. The identity was built to communicate that technical obsession without losing the emotion of the sport. The brief was unambiguous: the brand needed to feel like the moment a shoe hits the baseline and sends a plume of red clay into the frame. That instant of controlled violence, where precision and power meet, became the creative foundation for everything that followed.
Auralix was designed from the ground up. Literally. The brand began with the sole — a clay-specific outsole pattern engineered to maximize grip on loose surfaces without sacrificing the controlled slide that separates elite clay court movement from simple running. The identity was built to communicate that technical obsession without losing the emotion of the sport. The brief was unambiguous: the brand needed to feel like the moment a shoe hits the baseline and sends a plume of red clay into the frame. That instant of controlled violence, where precision and power meet, became the creative foundation for everything that followed.
The brand mark — a shield form with a four-pointed star at its center — was designed to suggest both navigation and impact simultaneously. It reads as a compass for players who always know where they are on court, and as a spark at the moment of contact. Clean enough for product embossing, striking enough to hold a campaign image at full width. White on deep terracotta clay creates a palette of almost uncomfortable contrast — the logo doesn't sit on the image, it cuts through it. That aggression is intentional. Auralix is not a lifestyle brand that happens to make shoes. It is a performance brand that happens to look this good.
The brand mark — a shield form with a four-pointed star at its center — was designed to suggest both navigation and impact simultaneously. It reads as a compass for players who always know where they are on court, and as a spark at the moment of contact. Clean enough for product embossing, striking enough to hold a campaign image at full width. White on deep terracotta clay creates a palette of almost uncomfortable contrast — the logo doesn't sit on the image, it cuts through it. That aggression is intentional. Auralix is not a lifestyle brand that happens to make shoes. It is a performance brand that happens to look this good.
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Feedback
"We needed the brand to feel like it had been dragged across a clay court and came out better for it. The ground-level campaign shot alone changed how people talked about us — players started sending it to each other before we had even run a paid campaign. The identity gave us a visual language that is completely ours."
Marcos Vidal
Creative Director, Auralix
"We needed the brand to feel like it had been dragged across a clay court and came out better for it. The ground-level campaign shot alone changed how people talked about us — players started sending it to each other before we had even run a paid campaign. The identity gave us a visual language that is completely ours."
Marcos Vidal
Creative Director, Auralix
•
Feedback
"We needed the brand to feel like it had been dragged across a clay court and came out better for it. The ground-level campaign shot alone changed how people talked about us — players started sending it to each other before we had even run a paid campaign. The identity gave us a visual language that is completely ours."
Marcos Vidal
Creative Director, Auralix
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