Trait

Aug 2024

Trait is a comprehensive brand identity system for a digital running application, developed by Studio zur Strassen. The project establishes a robust visual language that bridges minimalist digital UI design with energetic, live-action sports lifestyle imagery. By pairing clean typography and geometric motifs with dynamic motion graphics, the identity communicates an accessible yet performance-oriented ethos for urban running communities. Mark O’Neill led the design, with motion work executed by Stephen McLaughlin and Marta Azaña, and naming and writing by James Richardson. The visual output features a versatile array of touchpoints, ranging from high-fidelity smartphone interface animations and pixel-art motifs to physical street-level installations and branded stickers. This cohesive aesthetic relies on a structured grid system and a punchy, high-contrast color palette to maintain consistency across both static and animated digital formats.

Horizontal, Commercial, Clean

Brand Film / Corporate Video