Saucony
Saucony Silo SS25
Campaign
Saucony sought help in launching a new pinnacle product line. It was to exist at the intersection of high fashion and performance, and would shift perceptions of the mainline Saucony brand.
The brief was to build this new brand from the ground up, creating strong enough foundations to carry future growth.
Tangent devised Saucony SILO, a bold evolution of Saucony’s legacy, positioned to challenge category norms and redefine what the brand could stand for in culture. Rooted in research and strategy, the SILO identity used the brand’s three-dot mark as a purposeful visual ritual.
Tangent delivered a full SILO brand world – including a consumer website, B2B customer portal, retail toolkit, social strategy, social rollout and SS25 launch campaign.
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