IAMBIC
A brand identity for one of TIME’s Best Inventions of 2023
IAMBIC founders Maeve Wang and Raza Hassan were on a mission to solve the struggle of finding well-fitting shoes. They partnered with The Working Assembly 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.
SCOPE
Brand Strategy, Visual Identity System, Verbal Identity and Messaging, Animation and Motion Graphics, Digital Assets, Art Direction, Iconography, Patterns, Brand Guidelines, Pitch Deck
Created with the latest advancements in AI, 3D modeling and computational biomechanics, IAMBIC shoes are premium footwear that are the result of rigorous scientific research. Each shoe is custom made based on your foot shape, not size.
IAMBIC is redefining what people expect from shoes, so everyone can break free of discomfort to live life their way. The developed dynamic system brings to life the custom nature of this brand.
IAMBIC's name comes from the poetry technique, Iambic Pentameter. It speaks to the rhythm of words. We've translated this into the rhythm of your steps. The words in motion ("data patterns") reference how you move through your everyday life.
Photography is quirky and unique, as IAMBIC shoes can follow you anywhere and adapt to the unique nature of your life.
Each person's everyday is different, just as each IAMBIC shoe is. The visual system incorporates Iambic Pentameter symbols into patterns and motion moments.
Other Work
Bawi
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Sanzo
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