Identity inspired by light scanning technology


campaign development

content creation

visual identity


art direction

brand identity

logo design



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.

The creative direction for the product launch was anchored around distinctive visuals inspired by the structured light technique used in 3-D scanning.

Taking visual inspiration from sources ranging from military equipment to luxury goods to 3-D scanning technologies, the visual identity was crafted to tell the story of the product and exude excitement and elegance.

Riddell Precision-Fit Product Photography
Riddell Precision-Fit Campaign Pattern
Riddell Precision-Fit Logo Design
Riddell Precision-Fit Campaign Identity
Riddell Precision-Fit Product Photography
Riddell Precision-Fit Campaign Identity

Upon release, Precision-Fit helmets were only available to NFL players and top-tier college athletes, so the visual identity was used to not only communicate the product’s breakthrough technology, but also create aspiration around the Riddell brand.

Riddell Precision-Fit Campaign Identity
Additional Credits
Photography by: Empire Green