NOVUS CLothing Brand Refresh: "Time to Rise"
"Do good work for good people." Seems like an easy principle to follow but truthfully it doesn't happen as often as we'd like.
We don't enter every project expecting this, as not all projects are created equal, and not all clients are the same. This understanding makes it even more important to appreciate the genuinely rewarding successes along the way that align with our values and remind us why we do what we do.
Our recent NOVUS clothing brand refresh is one such project. Here’s why…
Clients who have a clear vision and authentic story? Check. Clients who truly value partnership and open, two-way communication? Check. A brand that works with athletes and teams to design their apparel and branding? Oh yes please, sign us up!
We believe in the NOVUS brand and the people behind it – this brand is going places, fast. This work was truly fulfilling and we're excited to share how we helped elevate their brand to the next level through embedding their vision into a compelling brand narrative and identity.
Who is NOVUS?
Based in Albany, New York Novus is a fast-growing provider of custom team uniforms, sportswear, and corporate apparel. They have athlete partnerships covering the spectrum of budding college stars to professionals. But they are much more than apparel. NOVUS is about empowering individuals to rise to their full potential across every skill level, from the little leaguer that lives next door all the way to the pros playing in the Super Bowl.
Their goal? To become the premium apparel brand for purpose driven athletes.
Truth is, NOVUS had a solid foundation before we stepped in. They knew who they were and where they want to go. They had a brand identity that centered around a crown icon and the mantra "Claim Your Crown." Our goal wasn't to reinvent this but to help clarify and amplify their brand as they scale. If you're going big time, you have to look big time.
The RISE Concept
Our approach was straightforward and the concept simple: "rise." This idea taps into the athlete's moment to "rise" during a game. In every sport, athletes face critical moments that define their success, when they are called to do something extraordinary and for these athletes these moments are everything. And NOVUS is with them.
To visualize this, we drew inspiration from the victory pose. You know the one – arms raised in a V after that walk off home run? We all do it instinctly in these moments without even realizing it. This pose, characterized by outstretched arms and an upward gaze, is a universal gesture of triumph and celebration. Its origins can be traced back to ancient rituals and body language used to display dominance and power, and it remains a symbol of accomplishment across cultures.
Here's how we integrated this idea into every aspect of the NOVUS brand:
Redesigned the Crown Icon: We reinvented the crown to be cleaner and more meaningful. The dots under the crown, reflecting the core values of passion, conviction, and perseverance, were made more prominent.
Refreshed the Wordmark: The wordmark was strengthened and balanced, allowing the crown icon to sit directly in the center, radiating upward from the base of the "V." This design mimics the angles of an athlete's upstretched arm in a victory pose, a universal sign of achievement.
Enhanced the Mantra: We added more language to their mantra, transforming it into a more dynamic call to action by incorporating "Time to Rise" before "Claim your Crown."
Rewrote Brand Elements and Manifesto: We updated their brand foundation elements and manifesto to align with this powerful call to action, ensuring that every aspect of the brand reflects the concept of "Rise."
The crown and icon are shaped like the raised arms of athletes in a "victory pose."
a brand expression built with purpose
The beauty of strategic, meaningful design lies in understanding every aspect of a brand and its expression. From values and tone of voice to images and colors, all elements must connect seamlessly. This project tied together strong foundational elements already established by NOVUS, created new ones, and connected them into a holistic and authentic brand expression.
Thanks to the NOVUS team, this project was both fun and incredibly rewarding. We look forward to continuing our partnership and watching the brand soar.
Let's go, it's Time to Rise!
See the Badge case study here!
