The client: I’m really pleased and excited to have started working with inov-8, one of the world’s leading all terrain footwear, apparel and equipment brands. With their origins and footprints etched in the muddy British fells and a pride in designing high-quality, innovative products in both the running and performance training sectors, they are a brand after my own fell-running heart.

The brief: To design a newsletter for Spring for distribution to inov-8 stockists in the UK, with a particular focus on the Lakeland Trails series of running events, for which the company are sponsors. My approach is always to keep the graphic design simple but impactful – the clue is in the name with invo-8, and it’s easy to help them stand out by building on the strengths of an innovative, international brand.

Bold use of high quality photographic images plays an important part in this piece; black and white and full colour images of the products, the customers (and both together) are used to provide the backdrop for text-light pages. This carefully balanced combination of image and text means the information and messaging remains clear and accessible. A neat trick is to ensure that what’s in the text is reinforced by image selection – the visual messages echo the written communication.

The highlight colour is bright and energising, tying in with the colour palette of this year’s inov-8 apparel, while the shapes and layout bring dynamism to the pages. The fonts work at every level from headline to body text, and the logo is strategically but sparingly placed. This is a traditional print marketing approach executed with a twist and at full volume – reflecting the energy of the business and its customers. There’s no doubt that this brand is going from strength to strength.

Services: Brand Development. Graphic Design. Design for Print. Brochure Design.

See more like this

Say hello

If you have a design project that you’d like to discuss, please do get in touch by calling 07551 166 120 or email