Thinking Collective
All work

01 · Movement apparel

Kinesis

A movement apparel brand built on one device: a horizontal rule struck through the wordmark, held at the same height in every composition.

Client
Kinesis
Sector
Movement & apparel
Engagement
Identity sprint + campaign build
Scope
Identity, governance, campaign, packaging, motion
A wall-mounted wooden rail against a limewashed studio wall, styled as architecture rather than gym equipment.
AI Environment plate · a rail read as architecture

The mark

With the rule

The Kinesis wordmark struck through by a horizontal rule, shown above the circular K monogram in which the same rule cuts across the letterform.
Organic The wordmark, and the monogram it reduces to

Without it

The same Kinesis wordmark and tagline with the horizontal rule removed, leaving plain serif capitals.
Organic The same artwork, rule removed

The palette

Limewash#F2EFE9 Primary ground
Bone#E4DED2 Linen, apparel
Stone#C6BEB0 Rules, borders
Morning#9FB3BE Shadow, glass
Olive#5F6B52 One accent, sparing
Ink#14140F The mark, and type

On the garment

The Kinesis wordmark embroidered in cream across the waistband of grey leggings, the strike line running out to both seams.
AIWaistband · cream on grey
A women's cream Kinesis tee shown from behind, the wordmark and its olive strike line set across the hem above grey shorts.
AITee hem · olive on cream
A men's grey Kinesis tee shown from behind, the wordmark and its white strike line running across the back above grey shorts.
AIBack graphic · white on grey
Macro photograph of olive thread stitching across a pale woven fabric.
AIOlive thread · macro
A natural canvas Kinesis tote bag photographed on stone in cool daylight.
AICanvas tote
A matte cream Kinesis water bottle with a moulded carry handle, carrying the olive circled K monogram with the strike line running through it.
AIBottle · circled K, handle lid
A cream canvas cross-body bag shot flat on a stone surface.
AICross-body, cream canvas

The campaign

A figure holding a handstand against a bare limewashed wall in cool morning light.
AIHandstand, white wall studio
A standing forward fold performed in a wide, empty limewashed room.
AIForward fold, wide room
A warrior pose held in a white Kinesis set against an empty studio wall.
AIWarrior, white set
A seated meditation posture in a white long-sleeve Kinesis set, photographed from behind.
AISeated meditation
A cream racerback bra and leggings set shown in full back view.
AIRacerback set, back view
Three folded Kinesis sweatshirts arranged as a colorway lineup on a pale surface.
AIColorway lineup
Rolled Kinesis textiles in olive and grey stacked on stone.
AIRolled textiles, olive and grey

The shoot they could not afford

Shoot days Zero
Usable frames Forty and up
Ready Before samples existed

Start a conversation

Motion

An eight-frame Kinesis yoga sequence storyboard showing a full movement progression.
AIYoga sequence · eight-frame board
AIWall rail stretch · studio film