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© COMPANY POLICY, 2026
Achilles Heel has been Glasgow’s home for running for twenty-five years. A store, a run club, and a sports clinic all in one. We marked their milestone anniversary with a brand overhaul, community campaign, and refreshed web store.
Problem After twenty-five years, the Achilles Heel brand hadn’t kept pace with their growing audience of runners. We were challenged to create an identity as dynamic as the dedicated community it had grown.
Solution We built a flexible brand system rooted in motion and heritage. We activated the identity across a 25th anniversary run campaign in collaboration with Unsanctioned Athletics and On Running, and a race finishing at the store.
Strategy Achilles Heel was founded on forward momentum. So we used the anniversary not to look back, but to launch the next chapter with energy, ambition, and direction.
Brand Built for endurance and performance. The system highlights the brand’s community focus by integrating a range of styles across photographers, illustrators, and brand partners. Each contributed something distinct to the brand while connecting to the community.
Activation Built for the streets, not a style guide, the brand system was built to bring in collaboration. Every photographer, illustrator, and brand partner brings something distinct to the brand and highlights their community focus.
CAMPAIGN A “25” run challenge invited the community to run 25 laps, hours, kilometers, or anything else for a brand discount. The campaign culminated in an official 25km race with Unsanctioned Athletics and On Running, finishing at the store’s front door.
in-race participants for the campaign run.
Achilles Heel is a family owned and operated running institution operating for twenty-five years in Glasgow, Scotland. We delivered a brand identity overhaul, rebuilt their web store, and created a campaign to celebrate their 25th anniversary, including a global run campaign partnering with Unsanctioned Athletics and On Running.
Achilles Heel is more than a running store. It’s a Run Club, a clinic, and a community institution. We built a motion-led brand system that captures that energy while staying open to constant iteration across photographers, illustrators, and collaborators.
The Achilles Heel web store, built on a fully customizable Shopify foundation, brings it all together. Easy to navigate, easy to shop, and designed to tell the full Achilles Heel story. Every touchpoint signals to loyal customers and new runners alike that this brand knows where it’s been and exactly where it’s going.
Company Policy Team
ADAM KATZ: Creative direction
NICOLE BANDA: PROJECT MANAGEMENT
OLIVER HILLIKER: MOTION DESIGN
SIMON HAYES: DESIGNER
CHERYL KAO: DESIGNER
MAXINE TSANG: Web DESIGNER
DIEP LE: Development
CLIENT TEAM
STEVEN ALEXANDER
TYPOGRAPHY
ABC GINTO: DINAMO TYPEFACES
RECKLESS: DISPLAAY TYPE FOUNDRY
BOURRASQUE: BUREAU BRUT
SUISSE: SWISS TYPEFACES
PHOTOGRAPHY
JACK ALLAN
JOE BUDI O'BRIEN
ANGUS MACKINNON
MURRAY ORR
RINA RINAVIE
COPY
RUBY BODDIGTON
ILLUSTRATION
JACK FLETCHER
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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