a running brand takes flight

Oiselle

Brand Identity System

As they prepared to open their first bricks and mortar store, Oiselle—a pioneer in women’s running and athletic fashion—had a mature brand that needed an infusion of new energy. Turnstyle worked with the Oiselle team to establish an updated identity system and then applied it to a huge range of customer touch points, coordinated to deliver, install and deploy in concert with their flagship store opening.

Client

Oiselle

Disciplines

Identity,

Digital,

Print

Website

oiselle.com

Exterior of the Oiselle flagship retail store at dusk, featuring the updated brand identity with illuminated signage and large display windows showcasing women's athletic apparel.
Oiselle illuminated blade sign featuring the bird logo mark and wordmark on a dark background with an orange accent edge.

Signage

With the opening of Oiselle's first store, new exterior and interior signage designs were needed. Turnstyle worked with Western Neon to design and produce the exterior primary ID and blade signs. Collaborating with the client and the architect—Seattle's GoC Studio—we developed large-scale interior environmental graphics, as well as a system for signing individual products within the store.

Interior of the Oiselle flagship store featuring a large-scale black and white photographic mural of a female runner, with clothing racks displaying orange and striped athletic apparel in the foreground.
Interior of the Oiselle flagship store featuring a floor-to-ceiling wood shelving unit displaying athletic apparel and accessories, topped with "Born & Raced in Seattle — 2007" signage.
Oiselle hexagonal sticker reading "Go Fast — Take Chances" with the bird logo mark on an orange circle, set against a geometric line pattern background.

Print Collateral & Merchandise

To commemorate the launch of the store, we developed a range of give-aways, marketing materials, and items for purchase. A printed manifesto brings the brand story to life, while items like temporary tattoos, stickers, journals, spike bags and graphic tees allow Oiselle's devoted followers to outwardly express their affinity for the brand.

Flat lay of Oiselle branded merchandise on a dark background, including a drawstring bag, water bottle, notebook, pencil, sticker, button, and promotional cards featuring the updated identity system in orange and white.
Cover of the Oiselle Flight product brochure featuring a silhouetted female runner against an orange circle, with the Oiselle bird logo mark and "Flight" title.
Interior spread of the Oiselle Flight brochure featuring brand manifesto text alongside a dramatic black and white photo of a runner, overlaid with a geometric constellation graphic.
Multiple spreads of the Oiselle Flight brochure laid out to show all sections — Sisterhood, Goal, Journey, and Winners — featuring black and white athletic photography, orange geometric accents, and hexagonal graphic elements.
Oiselle branded drawstring spike bag in white with orange drawstrings and the bird logo mark, photographed against an orange background.
Three Oiselle branded water bottles in orange, white, and black, each featuring the bird logo mark and "Born & Raced in Seattle" text with the store opening date.
Oiselle women's athletic t-shirt in charcoal gray featuring a constellation graphic with the bird logo mark and "Born & Raced in Seattle" text.
Oiselle Tyvek tote bag in white with a large orange circle and bird logo mark, photographed flat against a gray background.
Oiselle "Flight Log" branded journal in white with an orange belly band reading "Ready for Take Off" and the bird logo mark.
Close-up of the Oiselle Flight Log journal showing the embossed "Flight Log" typography on the white cover and the orange belly band reading "Ready for Take Off."

Website

Oiselle's business was built on their success selling direct to their customers through their website. As such, it was important in redesigning the site to preserve elements familiar and beloved by their customers while updating to reflect the refreshed brand and to improve functionality on a variety of screen sizes. Working with Oiselle's existing developer, Bear Group, we overhauled the site design, including a significant user experience improvement through the shopping experience.

The Oiselle e-commerce website homepage displaying a hero banner for the "O Snap" product launch, a user-generated lifestyle photo strip, and a grid of featured women's athletic apparel including Knickers, Flyer Jacket, Lux Sweat Shirt, and Flyte Tank.
The Oiselle bras and underwear category page displaying a grid of women's athletic base layer products with an "All About That Base" hero banner.

Next Project

Turnstyle in Motion