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- Client
- Halfpace
- Sector
- Running apparel
- Year
- 2025
- Duration
- 14 weeks · 3 people
- Disciplines
- Identity, E-commerce, Campaign
A Bristol running label that wanted to look as fast as it feels, from the shop to the start line.
Most running brands sell effort. Halfpace makes kit for the easy miles, so the brand had to look faster than it feels.
The brief
Two founders, a family-run factory in Porto and a club following that queued for every drop. But the website converted at 0.9% and 71% of revenue went through two marketplaces that took a third of every sale.
The brief was to move customers to the founders’ own shop before the spring range, without losing the scrappy club feeling that made people care.
The idea
Everything leans. Big Shoulders, extra bold, set at the angle of a runner’s torso at the pace the type describes. Photography was shot at real running pace on the seafront at Clevedon, no rigs and no retouching of sweat.
The shop is built around the question runners actually ask, which is not what colour but will it fit.
What we made
- Identity refresh and type system
- Shopify store, design and build
- Size and fit tool
- Spring campaign: outdoor, social, film
- Packaging and swing tags
The type runs at your pace
The lean is set by the pace on the page. Recovery jogs stand almost upright, race pace tips over to fourteen degrees. Drag the pace, or scroll.
- Km 015:41
- Km 025:36
- Km 035:33
- Km 045:38
- Km 055:29
- Km 065:31
- Km 075:26
- Km 085:22
- Km 095:18
- Km 105:04
From the wall to the shop
The product page was tested as a wireframe with twelve club runners before a pixel of colour went on it. Drag to compare.
Wireframe, round 2Live product page
Shot at real pace
No rigs, no studio wind. Ellis Varga ran backwards ahead of the club on the seafront path for three mornings, and the sweat stayed in.
What changed
direct sales in year one
Spring and autumn drops combined, compared with the previous twelve months.
shop conversion, up from 0.9%
The fit tool alone cut size-related returns by a quarter.
of revenue through marketplaces, down from 71%
The founders now keep most of every sale.
We sold more in the first month of the new shop than in the whole of the previous spring. The photography alone paid for the project.
Who made it
Orvel
Tomás FerreiraDesign directionLisbon
Freya LundStrategyLondon
Kayode AdebayoCampaign filmLondon
With
- Client team
- Cian Moran, Ruth Okafor
- Photography
- Ellis Varga
- Shopify development
- Orvel engineering with Marcus Dahl
- Runners
- Members of Harbourside Run Club
