Challenges

Running brands love to look “fast” but end up looking like everyone else. MATATA needed a system that read as running in one second, still felt warm and human, and could flex across posters, tags, packaging, and socials without turning into a messy hype collage.

Solutions

• Built a stride-based logo mark that stays legible at tiny sizes and still punches on big formats

• Created a hero loop motif from runner silhouettes, so the theme lands instantly without extra explanation

• Locked a high-contrast palette that’s energetic, youthful, and consistent under different lighting and print use cases

• Set a modular layout rule set for posters and product assets, so the brand stays tight even when content changes

• Defined a simple type and hierarchy system that keeps the vibe sporty, not “corporate fitness app”

• Delivered a reusable asset kit. Patterns, lockups, templates, and do-not-break-this rules

Outcome

MATATA left with a visual identity that feels kinetic but not chaotic. The mark and motif do the heavy lifting, so the brand stays recognizable even when everything is moving. The system is flexible enough for real-world rollout, and clean enough that the product still feels like the hero, not the graphics screaming for attention.