Speax by Thinx
Identity update for Speax by Thinx.
Meng Shui for Creative Direction
Notes included.
Speax by Thinx (formerly Speax) focuses on underwear that supports bladder incontinence. Being one of the three flagship brands under Thinx Inc. BUT not having much of a visible/clear relationship to the other two brands — Thinx & Thinx(BTWN) — Thinx Inc. wanted to change that. In-house, we worked together to do an update to the Speax by Thinx identity and color palette.
Before
After
The final output consisted of a lockup with “Speax” and “by Thinx”. A large component was also finding a balance of how, visually, this would all come together while maintaining a clear hierachy.
Primary logo: To be used for all larger brand placements.
Secondary logo: To be used in conjunction with the tri-brand lockup for Thinx, Thinx(BTWN), and Speax by Thinx.
Secondary logotype: To only be used across smaller brand placements.
The liquiform — a mark that has been used across both Thinx and Thinx(BTWN) logos — was permanently shifted onto the Speax by Thinx logo .
A fresh primary and secondary color palette was applied to the identity update.
