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Setio®

Project

Client: Setio®

Project: Brand Identity

Year: 2017

  • Strategy
  • Naming
  • Creative Direction
  • Design Direction
  • Product design
  • Packaging
  • Photography
  • Website
  • Guidelines

Credits

  • T for Troels

Setio® smart sensors utilise data and technology to empower runners with tailor made advice and precision metrics. We partnered with the founding team to build the foundations of a lifestyle brand that would demonstrate technological advantages while inspiring more people to get out on the road.

Runners need motivation. It takes strength and determination to keep going on the most challenging days. But it’s when you are out there – in the elements, fully focused on nothing but the run, the beating pulse, the rhythm of your feet – that it’s the most rewarding. 

While other platforms had made running both social through sharing and performance driven by giving access to metrics, Danish startup Setio® wanted to take this a step further. What if you could teach people to actually run better? Pushing yourself to go further and faster is one thing, but understanding how to get there is another.
Studies show that achieving the right cadence as a runner not only allows you to move faster and longer, but it also protects you against injuries in the long run. We helped Setio® conceptualise a wearable device that connects to your shoes and sends rhythmic input to runners in real time.

To support the technical device, we developed the brand identity around “being in control”; the feeling you get when everything in your move and surroundings sync up in perfect balance. This is the feeling runners strive for and will miss the day they put the shoes on the shelf.
Project information
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The Setio® identity is build from the concept of "control and progression".

The design direction seeks to clarify the complexity of the product by keeping a simple design language but at the same time blend into a runners lifestyle and involves progressive elements such as raw nature and technical data.

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