ROA HIKING uRBAN uTILITY
The focus of this collection was to highlight the adaptability of ROA Hiking’s shoes, being well suited for both outdoor and urban use. After extensive research into the ethos of the brand and the mindset of their consumers, we refined the core features of the collection down to three key words; Juxtaposition, Adaptation and Assimilation.
JUXTAPOSE - ADAPT- ASSIMILATE
These themes reflect the way in which humans engage with the natural environment, creating symbiotic, often co-dependent relationships.
Using TouchDesigner, I created a network that converts images of natural environments into digital objects, mirroring the process of human urbanisation.
DESIGN RATIONALE - Typography
These generated objects would be the primary brand asset for the launch of this collection and be used across social media, OOH advertising and personalised invites for guests to attend the launch event.
