ACHILLES HEEL

Based in Glasgow, Scotland; [.logo][.logo] is one of the UK’s oldest running retail stores. With the running industry evolving, they looked to modernize their brand and site while paying homage to their legacy. We refreshed the brand’s identity, developed a modern web store, and helped them celebrate their 25th anniversary with a global race and campaign.

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BUILT FOR MOMENTUM  Achilles Heel isn’t just a retail store, it’s also a Run Club and clinic engaged with the community. We built a motion-led dynamic system that captures both the communal spirit and energy, and leaves room for constant iteration with photographers and illustrators to create a flexible and modern brand system.

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BRINGING THE STORE ONLINE  To bring Achilles Heel’s expertise and top of the line running gear to a wider audience, we designed and built a custom web store. The site is easy to navigate and shop,  and tells the store’s history showcasing their passion, community and knowledge signaling to longtime customers and new runners that Achilles Heel is about where it comes from and where it’s going.

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LAUNCHING THE NEXT CHAPTER  To help celebrate the store’s 25th-anniversary, we helped create a campaign anniversary run. The rules were simple, run 25 of anything; laps, miles, steps, etc and tag the store to participate and receive a discount. We also created an in-person race partnering with Unsanctioned Athletics and On Running ending at the store in one big celebration.

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IT TAKES A VILLAGE:

CP TEAM: NICOLE BANDA, SIMON HAYES, OLIVER HILLIKER, CHERYL KAO, ADAM KATZ, DIEP LE, MAXINE TSANG

ACHILLES HEEL TEAM: STEVEN ALEXANDER


TYPOGRAPHY: ABC GINTO, RECKLESS, BOURRASQUE, SUISSE

PHOTOGRAPHY: RINA RINAVIE, ANGUS MACKINNON, MURRAY ORR, JACK ALLAN JOE BUDI O'BRIEN

COPY: RUBY BODDIGTON

ILLUSTRATION: JACK FLETCHER

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NORMAL COMPUTING

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PROPULSION

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RUX

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ACHILLES HEEL

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5 POINT

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REMY ROBOTICS

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HONEYBOOK

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AIRBNB

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GOPUFF

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AUTOMAT

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SPARK ADVISORS

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NIKE

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NEON

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NEWLAND

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LILLI

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UNFOLD

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PRIMUM

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AGREATDAY

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REMOTE CONTROL

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GOOGLE CES

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HELLO ALFRED

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KEEN

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ACHILLES HEEL

A creative studio that makes brands for humans

It’s 02:32 PM in new york, we’re open

365 days without an accident

A creative studio that makes brands for humans

It’s 02:32 PM in new york, we’re open

365 days without an accident

A creative studio that makes brands for humans

It’s 02:32 PM in new york, we’re open

365 days without an accident

A creative studio that makes brands for humans

It’s 02:32 PM in new york, we’re open

365 days without an accident

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© COMPANY POLICY, 2022

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OFFICE HOURS: 9AM—6PM(ISH)
MADE IN NEW YORK, NY
© COMPANY POLICY, 2026

SIGN UP FOR OUR NEWSLETTER

HELLO@COMPANYPOLICY.STUDIO