Work
Year
Year
2022
2022
Client
Client
Orbitive
Orbitive
See further. Go longer.
Duration
Duration
5 months
5 months
Location
Location
Zürich, CH
Zürich, CH
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.
Orbitive is a performance eyewear brand engineered for athletes who train before the sun rises and finish after it sets. What began as a lens technology company for endurance sports evolved into a full brand identity — aerodynamic, atmospheric and built for the kind of athlete who treats every session as a commitment to something larger than a single result.
Orbitive is a performance eyewear brand engineered for athletes who train before the sun rises and finish after it sets. What began as a lens technology company for endurance sports evolved into a full brand identity — aerodynamic, atmospheric and built for the kind of athlete who treats every session as a commitment to something larger than a single result.
Engineering a Performance Eyewear Identity for Athletes Who Train in Every Kind of Light
Engineering a Performance Eyewear Identity for Athletes Who Train in Every Kind of Light
Orbitive was built for a specific moment in an athlete's day: the hour when the sky transitions from deep violet to warm rose and the road ahead is equal parts shadow and light. That window — early morning or late evening, the edges of the day — is where endurance athletes live, and where Orbitive's lens technology performs at its highest level. The brief was to build a brand that owned that light. Not the bright midday sun of conventional sports photography. The atmospheric, gradient-lit world of the athlete who is already moving while everyone else is still deciding.
Orbitive was built for a specific moment in an athlete's day: the hour when the sky transitions from deep violet to warm rose and the road ahead is equal parts shadow and light. That window — early morning or late evening, the edges of the day — is where endurance athletes live, and where Orbitive's lens technology performs at its highest level. The brief was to build a brand that owned that light. Not the bright midday sun of conventional sports photography. The atmospheric, gradient-lit world of the athlete who is already moving while everyone else is still deciding.
The brand mark — a circular form with a dynamic internal element suggesting both motion and a focused pupil — was designed to communicate optical precision and kinetic energy simultaneously. It reads as a lens, a compass and a revolution, reflecting a brand built around the act of looking forward at speed. The all-caps wordmark — set wide, clean and with deliberate weight — was chosen to match the aerodynamic confidence of the product itself. ORBITIVE sits in a frame the way a racing number does: functional, immediate and impossible to overlook.
The brand mark — a circular form with a dynamic internal element suggesting both motion and a focused pupil — was designed to communicate optical precision and kinetic energy simultaneously. It reads as a lens, a compass and a revolution, reflecting a brand built around the act of looking forward at speed. The all-caps wordmark — set wide, clean and with deliberate weight — was chosen to match the aerodynamic confidence of the product itself. ORBITIVE sits in a frame the way a racing number does: functional, immediate and impossible to overlook.
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