Art Direction, Branding & Design

Riddell — Precision-Fit

Visual Identity

Identity inspired by light scanning technology

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.

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.

Photography by: Empire Green