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Сustomer stories

Tracksmith

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The Thaw Begins is a new seasonal lookbook by Tracksmith.

lookbooks made with Readymag

25

7–10

days needed to lay out a lookbook

Captured on the West Coast of the US in Joshua Tree by photographer Emily Maye, the new Spring/Summer photoshot elaborates on the idea that runners begin to thaw, moving from winter into spring. With Readymag, Rafael Oliveira, the Creative Director of Tracksmith, reworked the photoshoot into an impressive digital lookbook over the course of a week and a half.

What is Tracksmith?

Tracksmith is an independent running brand that offers premium products for training, racing and recovery.


Tracksmith has a small design team. “We often partner with photographers or illustrators, but the rest of the work is done in-house. We begin with a couple of sketches offline, either on InDesign or Illustrator. Once we have transferred the idea in our heads on virtual paper, we move things to Readymag,” Rafael explains.

Photography is one of our core vehicles to present ideas and thoughts around the brand. We like to build long-form lookbooks that convey full-fledged experiences that people can plunge into. In the Spring/Summer lookbook we shot athletes against a more subdued desert background, which made the colors come to life. There are a couple headlines that move a little to highlight the idea of ice melting and water starting to drip. —Rafael Oliveira

Rafael Oliveira’s favorite Readymag features

Flexibility:
you can keep pages, duplicate them, then change them whatever way you want and see what works. If you aren’t happy, just go back to the previous save point. It’s very economical.


Typography:
you usually only get that level of detail from proprietary software like InDesign or Illustrator. Readymag allows you to set the type really the way you want. You can change from caps, uppercase, and even work with subscript and superscript.


Different viewports:

the ability to easily change layout for a mobile viewport and then iPad is another key feature for me.

I have some background in HTML and CSS in building websites and user experience, so I think it’s super smart that Readymag makes those tools very straightforward. You just move things around, and they do exactly what you want them to. You can customize everything, and it is great to be able to build a richer web experience without having to do a lot of coding. —Rafael Oliveira

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