- Brand Identity System
- Photography
- Art Direction
onehalf
A brand world built for the sixty seconds between reps.
onehalf makes recovery gear for athletes who train like rest is the other half of the work — not the absence of it. Compression layers, recovery footwear, a sleep-tracking app: three products built around one idea, and a brand that, before we arrived, looked like three different companies.
The brief was simple to say and hard to do: make recovery feel as serious as training, without borrowing the exhausted visual language of either wellness or performance wear.
Challenge
Recovery brands default to two modes: clinical (wellness-app blue, soft gradients) or aggressive (the same high-contrast gym photography as every performance brand they're trying to differentiate from). onehalf needed a third position — one that could hold a studio photograph and a product shot in the same visual family without feeling like two brands.
Idea
We built the identity around the exhale — the exact midpoint between effort and rest — and let that single beat set the pace for photography, layout, and motion. Every studio session was shot on the same held breath: full extension, then release. The palette follows the same logic — cooler, quieter tones than a performance brand, warmer and more saturated than a wellness one.
Credits :
- Creative Direction :
- Studio Squat
- Brand Identity :
- Studio Squat
- Photography Direction :
- Studio Squat
- Motion :
- Studio Squat
- Client :
- onehalf