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FLOAT SIXTY

Brand Design


During 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.