Title

OverTheFly

Role

Branding, Web,
Product Design

Year

2014
 

OverTheFly is an apparel company started in West Bloomfield, Michigan that specializes in creating belts. More particularly, the Astro Belt is a belt that allows both the belt and buckle to be interchangable, creating an endless amount of color combinations. They are flashy, waterproof, durable, 100% recyclable, animal-friendly and one-size fits all.

A rebranding of their company along with launching a new user-friendly belt customizer website and a series of limited edition belts helped them gain an edge over similar competitors.

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The Challenge
 

OverTheFly is a company founded by two young aspiring college entreprenuers. They have gained widespread support in over 20 retailers in the Metro-Detroit area and have spread as far as Florida without a fastened brand image. Tightening the brand with a bold purpose sets them apart from their competitors and positions the young company to grow in the future. 
OverTheFly_BusinessCardOverTheFly_BusinessCard

The Approach
 

Designing a more powerful and comprehensive brand experience was key for OverTheFly's public perception. The personality of the brand appealed to the youth through bold visual language and imagery. Along with the rebrand, a roll-out of new belts with trending patterns gave the company exposure to endure in the market. 
OTF_Pogo-Belt-3OTF_Pogo-Belt-3
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