Narrative · Storytelling · Brand Design · 2015
Making the OMATA Brand
I founded OMATA around an desire to make a product from 0 to 100. THis idea appealed to me because it ran counter to the archetype of a sports computer — analog on the outside; digital on the inside. An instrument for cycling enthusiasts. I orchestrated the work of a small team that defined the contours of the brand. Later I continued to evolve the work on things, creating the assets, managing social, newsletters, the books, films, photography, packaging, and the app. The Brand Books were at the heart of the record, with several revisions to evolve the story. The Ambassador Books guided riders' photographs and posts; the Press Books gathered the product story and helped anchor the public comms. Here I've gathered most of it, including the films, fonts, photography, product imagery, merch and the evolving identity system.