||||| JDK Design

ROXY, a leading surf and mountain apparel brand for young women, hired JDK to develop a new activewear sub-brand identity. In contrast to other brands in the category, the identity was inspired by the optimism and youthful, spirited style that is core to the brand and their athletes. JDK developed the name, ROXYathletix, which both communicates the category and captures the spirit of the ROXY brand through the use of the signature “X.” The visual identity employs warm color, gradients and sun-flares; the resulting wordmark is powerful and energized, yet open and friendly.