Lissom Flyte, a shoe brand which aids mindful movement, launches with strategy, identity and design by creative branding and communications agency Our Design Agency (ODA). The range, created by Jennifer Markham, founder of shoe brand Jemima Vine, takes inspiration from the philosophy behind moving meditation and mat-based practice.The name Flyte, created by ODA, is a combination of the words flexibility and light, with the additional meaning of 'flight', a podiatry term for the foot in motion. The agency also created the brand identity, tone of voice, website design and marketing collateral. The brand identity brings the brand proposition of Live in the Movement to life by expressing the strength, shape and flow of body movement found in mat-based exercise classes, as well as reflecting the contours of the shoe.Other visual assets such as typography and photography combine the free-flowing spirit of mat-based exercises. Textures and colors of yoga mats and blocks appear as props in the photography to attract the target audience. The tone of voice is effortless, friendly and warm. CreditsAgency: Our Design AgencyClient: Lissom Flyte