FLOAT SIXTY
Brand DesignDuring my time as Design Director at ABC Design Lab I worked on the branding of a new float space, Float Sixty, in Chicago.
As float tank therapy for mind and body renewal, Float Sixty was looking for a visual brand identity that matched the sublime sensory-deprivation experience it offers. To achieve this, we immersed ourselves in research of full-body sensory experiences, and immediately joined forces with Box Studios to understand the spatial, architectural and interior retail design vision, which influenced gave us a jumping off point for logo concepting.
What resulted is a modern and intuitive design that not only translates across various applications, but also offers a sophisticated abstraction of the Float Sixty experience. Float Sixty will launch in Chicago this winter with a cohesive and communicative brand identity.
As float tank therapy for mind and body renewal, Float Sixty was looking for a visual brand identity that matched the sublime sensory-deprivation experience it offers. To achieve this, we immersed ourselves in research of full-body sensory experiences, and immediately joined forces with Box Studios to understand the spatial, architectural and interior retail design vision, which influenced gave us a jumping off point for logo concepting.
What resulted is a modern and intuitive design that not only translates across various applications, but also offers a sophisticated abstraction of the Float Sixty experience. Float Sixty will launch in Chicago this winter with a cohesive and communicative brand identity.
![](https://freight.cargo.site/t/original/i/3bbecd85576ba276e2cb93113d7438e7091c0c868acaf137971762431370003a/window-signage-1.jpg)
![](https://freight.cargo.site/t/original/i/400118d98c581c8a943ac6753866449badde5aa125135a77174afc218df7b47a/FloatSixty_BrandGuidelines-copy.jpg)
![](https://freight.cargo.site/t/original/i/728edfc836cc2e7b8dd75f61f962bc1874c0c47ae7daafd4ed1d8da688d67d94/Float60_cards.jpg)
![](https://freight.cargo.site/t/original/i/e7df43d4cb826925b1c01babaa3c637b44651b31c60a0037e15447c297194774/refill2.jpg)
![](https://freight.cargo.site/t/original/i/182de6061f271dc6add666d2fcb3fcc9c55a2456f0f2012e649b307872a5b040/Float60_4-copy.jpg)