Saucony
Saucony is a long-established running brand with deep roots in sport and culture. They came to Against Time to sasaist in evolving their brand identity - creating a system that would feel authentic to their heritage while giving them a sharper, more expressive presence in a competitive market.
Strategy
We began by revisiting Saucony’s brand personality and tone of voice. As a brand, Saucony balances credibility with playfulness - technical performance with a light-hearted, human edge. Our strategy focused on amplifying this dual character, ensuring the brand could stand out with confidence while remaining true to its heritage.
We also worked on clarifying brand architecture across Saucony’s categories, giving the brand a structure that could flex across retail, communications and product without losing coherence. This provided the foundation for how typography, colour, photography and voice would be applied consistently across the business.
Identity
The identity system (FunTECH) was built to put Saucony’s full personality on display. Technical details are presented with flair, combining function with humour and energy.
Typography plays a central role: we introduced Metrify by NaN, a contemporary neo-grotesk typeface, applied with subtle variations to balance consistency with flexibility across different categories.
We developed a dynamic colour system where each palette features an “electric” bright paired with a pastel and a dark tone, creating a structure that allows for seasonal updates while maintaining tonal consistency.
Photography, illustration and tone of voice guidelines bring further clarity - ensuring Saucony can communicate with a distinct but adaptable style across retail, campaigns and digital channels.
Result
The result is a cohesive, vibrant brand system that reflects Saucony’s heritage while pushing the brand forward. The new architecture and visual tools give Saucony the ability to speak with one voice across multiple categories, while the FunTECH system ensures technical detail is always communicated in a way that’s engaging and accessible.
Future
Saucony now has a foundation for brand expression that can grow with them. The system is designed to flex across new categories, seasonal campaigns and retail environments - helping Saucony stay consistent, distinctive and culturally connected as they continue to evolve. After we collaborated on their Brand Evolution, our sister agency Rosie Lee Creative continues to bring this brand to life through retail and digital projects as well as race activations.
Credits
Metrify font by NaN
Illustrations by Meredith Schomburg and Elijah Anderson
If you’d like to hear more about this project, or discuss how we could help your brand evolve, please get in touch.