PACE
We developed the full brand identity for PACE, a retail space in Dublin built for runners. From positioning to visual language, we crafted a brand that moves with purpose—just like its community.
Setting the Pace: Naming, Positioning & Brand Foundations
Before we designed anything, we dug deep into the culture of running, one we know well due to other projects in the same sport —urban athletes, community meetups, solo sunrise jogs, and post-run rituals. PACE was born as a name that captured both rhythm and ambition. We defined the brand’s essence as movement with purpose—not just physical, but mental and emotional too. From there, we built the tone, values, and strategic backbone for what would become Dublin’s most curated space for runners. Clear, confident, and grounded in real-life momentum.
Year
2024
Client
PACE
Scope
Branding
Design in Motion: Building the Brand Language
The PACE identity is minimal but never static. Inspired by track lines, city grids, and runner form, we developed a visual language built on clarity, balance, and flow. A custom logotype anchors the system—bold but fluid—paired with a monochrome palette and directional iconography. We extended the brand across packaging, apparel, and digital touchpoints, with a typographic rhythm that reflects both movement and breath. Every detail moves with intention.
From Concept to Street: Retail Space, Signage & Experience
PACE lives in the streets of Dublin, but its retail experience needed to feel like stepping into the mindset of a runner. We translated the identity into space—designing in-store graphics, signage, POS materials, and branded collateral that guide customers through the space with clarity and energy. Materials were selected for functionality and tactility. Messaging was short, sharp, and motivational. The result: a retail space that doesn’t just sell gear—it connects, energizes, and moves people.
