- Industry
- Industrial
- Year
- 2025 – 2026
- My role
- Client management and design direction at the Liberte agency
- Disciplines
- Brand identity, Video
Identity manual for an existing boot brand: organizing its rugged world and carrying it consistently into every application.
My role
I was on the management team serving Under Attack. On the identity, I directed the designers to reach the level we were after and to leave the client satisfied.
The brief
Under Attack makes boots and already had its brand. Its owner was fascinated by it, and rightly so: it's interesting. He wanted everything to be rugged; that was the mood. What it needed was an identity manual to organize that brand. The project was co-funded by ProInnóvate with support from CITEccal, where we presented the work at the end.
Solidity.
Systematize, not redesign
We didn't create the brand from scratch. We respected the logo and the character the owner defended, and built the system around them: the manual and the applications, so everything spoke with the same voice.
Color and typography
The colors came from interviewing the owner: blacks, yellow, olive green, orange and reds, a palette of terrain and alert. The heavy, condensed typeface holds up the rugged tone.
Social media
With the system defined, we took it to the social media posts: each boot with its name, its terrain and the same character.
Result
Under Attack ended up with a manual that organizes the brand it already had, and with social media that applies it with the same character.
Tell me about your project.
I answer every message personally. Leave your details in the form or write to me at:
yo@alejandroadriazola.com