Iambic
A brand identity for one of TIME’s Best Inventions of 2023
Founded to solve the struggle of finding well-fitting shoes, The Working Assembly partnered with IAMBIC founders Maeve Wang and Raza Hassan to develop a brand as personalized as the shoes they reimagined. Through developing visual and verbal identity systems, The Working Assembly collaborated with IAMBIC to create dynamic ways to share their story and product.
Brand Strategy, Visual Identity System, Verbal Identity and Messaging, Animation and Motion Graphics, Digital Assets, Art Direction, Iconography, Patterns, Brand Guidelines, Pitch Deck
Founded to solve the struggle of finding well-fitting shoes, The Working Assembly partnered with IAMBIC founders Maeve Wang and Raza Hassan to develop a brand as personalized as the shoes they reimagined. Through developing visual and verbal identity systems, The Working Assembly collaborated with IAMBIC to create dynamic ways to share their story and product.
Gradients are ever-evolving and customized, speaking to the personalized iteration of the shoe-creation process.
Everyone is unique, just as each IAMBIC shoe is. The visual system incorporates Iambic Pentameter symbols into patterns and motion moments to optically evoke rhythm.
Photography brings forward the uniqueness of every shoe and adventure. IAMBIC shoes accompany you anywhere and adapt to the unique nature of your life.
The name, IAMBIC, comes from the poetry technique, Iambic Pentameter. It speaks to the rhythm of words. The words in motion ("data patterns") throughout the visual system reference individual movement throughout everyday life.
Other Work
