Building a brand that armours the risk takers.
Branding & Identity
SA1NT was born from the belief that motorcycle riders shouldn’t have to compromise safety for style. SA1NT built their reputation from world-first fabric innovations, fashion-forward motowear products, and iconic brand imagery from the world’s best moto/auto photographers. When SA1NT launched their first workwear collection, the two product categories had different positioning and their own identity and were beginning to drift apart. This detachment needed to change for greater brand alignment, brand equity growth, and a missed opportunity in cross-over sales.
The mission was to refine and align SA1NT’s visual identity to appeal to both their motorcycle and workwear markets.
SA1NT’s motowear photography is adrenaline-packed. So, the workwear imagery couldn’t be your standard paid actor in a yellow hard hat. We captured genuine tradespeople on real trade sites, wearing and working in the clothes as intended. We celebrated the same authenticity, resilience and excitement as our motowear imagery. Typography was critical to aligning the two categories’ identities. Building a robust typographic system that aesthetically evoked the brand’s DNA (Armouring The Risk Takers) was essential, enabling it to work across markets and all product categories. The website redesign saw the two collections sit beside each other for the first time. Increased e-commerce sales resulted from allowing customers to purchase from both categories in one online transaction.
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