North Star, Bata’s sneaker brand based in Switzerland, aimed to evolve its identity and strengthen its positioning among younger generations worldwide.

We developed a refreshed visual identity system, tone of voice, and retail experience design for global markets, while supporting the internal team in shaping the strategic brand platform.

The result is a bold, expressive identity system built around the idea of stars and the universe, flexible, typographically rich, and inclusive. We also refined the brand mark’s technical aspects for better usability. The photographic style celebrates empowered youth and authentic self-expression, brought to life through a simple yet distinctive system.