WHOOP Color Story
New Age, is a color story inspired by the future. After almost two years of chaos, everyone is now navigating a new normal. There is excitement and fear in this uncertainty, and New Age retells this story through color. There are three main parts of New Age: New Beginnings, Disrupt, and Settle.
Concepts
OBJECTIVE
For my co-op at WHOOP’s apparel team, I was tasked to help conceptualize and materialize the color story for 2023.
APPROACH
I took inspiration from the way that the Nike design team does their color stories and crafted mood boards for the design team at WHOOP
New Beginnings is excitement, modernity, and an escape to a new world. We feel electrified and inspired by this clean slate.
As we acclimate to our new reality, we find ourselves struggling to adapt to fast-paced changes. It is in the chaos that we find grit and passion. This part of our journey takes inspiration from the heat of the desert. Instead of a conventional look at what summer is, the palette honors the scorch of the desert.
After the chaos, and as the dust settles, we enter the serenity of winter. We find our place in our new world. Instead of emphasizing on the bitter coldness of winter, there is more focus on the serenity of winter. The entire palette takes inspiration from the previous two palettes — in a more muted tone
