Boa Technology
Boa Technology started as a B2B brand, building its promise and messaging on tech specs and features. To drive growth, the business wanted to take control of its narrative and speak directly to the people who actually use their gear. I helped craft the strategy and messaging to move their brand territory from materials and weight towards the experience and emotion the product powers.
- Brand strategy
- Messaging strategy
Agency: Cinco Design
Stopping to adjust your gear breaks focus and plants doubt. We positioned BOA around the idea of Fit to Go Further: a no-slip fit that removes interruptions and unlocks more of what you can get out of yourself.
That idea drove the brand platform, messaging framework, and brand design kit — captured in everything from photo style and icons to logo and typography, all built around the bold, optimistic attitude of BOA users.
