With skin cancer risks a growing concern, Uvida was launched with the premise that stylish activewear could serve as the first line of defense against the sun’s damaging UV-radiation. When Bone Dry LLC’s four partners contacted us, Godat Design moved to rename their venture by creating a new brand that merged “UV” awareness with “vida,” a celebration of life. This created a compact, memorable, consumer-friendly, and social-media-friendly brand. While this ambitious start-up achieved national recognition, it suffered from international trade restrictions which complicated foreign manufacturing — ultimately crippling the founders’ hopes for success.

Thanks to Beth Naughton for inviting Godat Design along for the ride. Design team principals included Katie Ylinen, Katherine Monberg, and Danny Pagano, with photography by Britta van Vranken.