Trait

Trait · Brand Identity

The Trait brand identity project defines a comprehensive visual system for a digital running application, blending minimalist interface design with high-energy athletic aesthetics. Directed by Studio zur Strassen with design by Mark O’Neill, the work centres on a bold typographic hierarchy and a refined palette of orange, lavender, and monochromatic tones. The identity spans both digital and physical touchpoints, including UI-integrated motion graphics, social media assets, and large-scale street-level wheat-pasted installations. Technical execution relies on a mix of clean motion graphics and live-action capture. Motion designers Stephen McLaughlin and Marta Azaña utilise rhythmic transitions and geometric motifs to reflect the data-driven nature of the app, while naming and writing by James Richardson anchor the identity with the "Train UNcommon" tagline. The project employs a range of contemporary techniques, from drone footage of runners in outdoor settings to detailed VFX integration that layers interactive data displays over real-world environments.