Achilles Heel

Nov 2021

Achilles Heel’s brand identity project establishes a cohesive visual language for the run club, blending performance-oriented aesthetics with raw, editorial storytelling. The project leans into clean typography and a versatile graphic system, featuring bold illustrations and high-contrast photography that document the brand’s presence from retail storefronts to athletic apparel. Graphic designer Oliver Hilliker and illustrator Jack Fletcher provide the structural foundation for the identity, utilizing vector-based motion lines and modern type layouts to capture the rhythm of running. Photographer Murray Orr documents the brand across both commercial and editorial settings, utilizing natural light to highlight textures in athletic textiles and urban environments. Copywriter Ruby Boddington rounds out the visual narrative, ensuring the brand’s minimalist, action-oriented messaging remains consistent across print collateral, signage, and digital-ready assets.

Horizontal, Clean, Commercial

Advertising Campaign