Riddell

Creating a visual identity inspired by structured light scanning technology

Discipline

design

print

Sector

Sports/Recreation

Riddell has been an industry leader in head protection since their inception in 1927 and has continued to innovate their products to make football a safer sport for players. Their latest technology, Precision-Fit, uses 3-D scanning technology to create fully-personalized instrumented headgear, which is custom-fitted to a player’s head to provide maximum protection.
Riddell Precision-Fit Logo Design
Riddell Precision-Fit Product Photography
Riddell Precision-Fit Campaign Pattern
Upon release, Precision-Fit was only available to NFL players and top-tier college athletes, so the visual identity needed to not only communicate the product’s breakthrough technology, but also create aspiration around the Riddell brand.
Riddell Precision-Fit Product Photography
Riddell Precision-Fit Campaign Identity
The creative direction for the product launch was anchored around distinctive visuals inspired by the structured light technique used in 3-D scanning.
Riddell Precision-Fit Campaign Identity