ABOUT

Challenge
A new sports company was founded in Sydney, Australia with a clear insight – that every human body has a vast potential that doesn’t get accessed. Armed with this insight, they created a series of amazing products that would allow amateur and professional athletes to unlock this untapped capability. But despite having a brilliant concept, what they didn’t have was a name. Or a look. Or a visual identity. In short, this brilliant company needed an equally innovative brand design. In 2022, we partnered with them to create a launch platform that was as bold and defiant as the company itself.

Design Solution
Our solution started with their name: eo. Not just letters, but Latin. In Latin, eo means progress. This guided their brand mission: The Science of Defiance. Which then led to their entire visual identity. We brought together bold typography, intense photography, rebellious cropping and editing and created a brand launch that was as innovative, disruptive, and defiant as the company at its heart.

Results
eo Lab is an entirely new venture. Their official unveiling was in June 2022, and our work on their naming, branding and overall visual identity was the keystone to their successful launch. They have now launched their first two product, Swim Better into market and are set to launch their next round later this year. Their products are now being used by two World-champion swimmers, and they have been covered by several national news outlets and specialty swim publications. eo Lab founder, Jaimie Fuller was also recently profiled in Forbes magazine, where he outlined how the company came to life and how the naming and brand VI was a key components to eo Labs current success.