Ty Urlich
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HOKA
HOKA
Digital Design - Footwear
2025
Working alongside HOKA's creative team, I helped develop the digital design system for the global launch of the Cielo X1 2.0. From early concept exploration through final production, I collaborated on defining the campaign's visual language before extending it across a comprehensive suite of digital and retail assets: homepage takeovers, paid social, email, e-commerce, in-store activations, retail windows, and packaging.
The CIELO X1 2.0 campaign required a visual identity that could capture the energy and technical innovation of HOKA's newest racing shoe while remaining flexible enough to perform across dozens of formats and channels. Beyond creating a striking hero look, the system needed to accommodate product storytelling, athlete photography, technical features, and varying aspect ratios without losing consistency or impact.
The CIELO X1 2.0 campaign required a visual identity that could capture the energy and technical innovation of HOKA's newest racing shoe while remaining flexible enough to perform across dozens of formats and channels. Beyond creating a striking hero look, the system needed to accommodate product storytelling, athlete photography, technical features, and varying aspect ratios without losing consistency or impact.
The CIELO X1 2.0 campaign required a visual identity that could capture the energy and technical innovation of HOKA's newest racing shoe while remaining flexible enough to perform across dozens of formats and channels. Beyond creating a striking hero look, the system needed to accommodate product storytelling, athlete photography, technical features, and varying aspect ratios without losing consistency or impact.
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The Approach
I helped refine the campaign's visual direction through iterative exploration of fine-line graphic elements, composition, campaign imagery. Once the key visual language was established, I helped translate the system into a scalable design toolkit, adapting it across web, social, email, paid media, retail, out-of-home, and experiential applications. Every asset was designed to feel cohesive while responding to the unique requirements of its placement, ensuring the campaign maintained a unified identity from launch through execution.
