Project Details
Noma
Client:
Noma Athletics
Service:
Art Direction & Visual Identity
Client Tools:
Figma, Adobe Photoshop, Lightroom
Duration:
5 Weeks
01 - Project Overview
Noma is an athletic apparel brand built for people who train with intensity and purpose. This project focused on art direction and identity, creating a refined visual language that combines expressive typography with powerful photography, giving Noma a distinctive look that captures energy, discipline, and emotion across campaigns, product launches, and social channels.
02 - Challenge
Noma’s visuals lacked a clear direction. Campaign photos, product shots, and social content all used different styles, making the brand feel fragmented and hard to recognize. Competitors in the athletic space were investing heavily in bold storytelling, and Noma needed a visual identity strong enough to stand out while still feeling authentic to the athletes who wear it.
The brand also needed a system that could work across many formats, from large outdoor billboards to short vertical videos. Typography, color grading, and composition rules had to be flexible enough for different photographers and creators, yet consistent enough that every image instantly felt like Noma, whether it appeared in a store, online, or on social media feeds.
03 - Solution
We defined a cinematic art direction built on dramatic lighting, warm color grading, and close, emotional framing that puts the athlete at the center. A bold typographic system pairs condensed headlines with clean supporting text, creating strong contrast and rhythm. We produced detailed shoot guidelines, grading presets, and layout templates so photographers and designers can create on-brand content quickly while still leaving room for creative expression in every campaign.
04 - Results
Noma now has a recognizable visual identity that feels powerful, emotional, and consistent across every channel. The first campaign using the new direction drove strong engagement and helped the brand attract new retail partners. With clear guidelines in place, the team produces content faster and more confidently, keeping every launch true to Noma’s spirit.