a running
brand takes


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.




Identity, Digital, Print, Environments



Oiselle Store Front
Oisell Blade Sign


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.

Oiselle in store mural
Oiselle in store "Born and Raced in Seattle 2007" mural
Oiselle Hex Sticker

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.

Oiselle Merchandise Kit
Oiselle Brochure Cover
Brochure Spread
Oiselle Brochure
Oiselle Spike Bag
Oiselle Bottles
Oiselle T Shirt
Oiselle Tyvek Bag
Oiselle Journal
Oiselle Journal


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.

Oiselle Website Homepage
Oiselle Website Bras And Underwear page

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