Stoko
Bracing for ChangeConventional knee braces can continue hindered movement even for those well on the road to recovery. Stoko’s founders, an engineer and an Olympian, having both experienced frustration over downtime after injuries, were on a mission to get active people back to their sports sooner. The product is unlike anything in the space, so the brand was built with that in mind. Renaming the start-up (from Embrace Orthopaedics) was the first step. Keeping the disruptor theme going, we positioned Stoko more like an apparel brand, while still driving home that innovation and technology make the device a legitimate medical offering. The logo, visual identity, and lifestyle photography all speak to the energy of people getting back to doing the activities they love. Loyal customers sing Stoko’s praises far and wide, and their game-changing devices have attracted endorsements from recreational and professional athletes worldwide.
The identity included a customized wordmark and icon envisioned to capture the energy of the brand. The addition of studio and location-based photography provided an opportunity to express the passion and aspiration of people doing what they love. We applied the brand across all touchpoints which included an e-commerce website and product packaging.
An experiential packaging system was created to support online and in-store ecosystems. This included product story and use brochure, embroidered wash bag, and hang tag. For online purchases, a direct-to-consumer shipper pack was developed to extend the brand look and feel and elevate the unboxing experience.
We developed a brand playbook, along with narrative, to educate and inspire employees and industry partners.
