Branding and Positioning, Digital, Trade Strategy, Image Production, Fashion Content, Retail.
Reposition the brand in women’s fitness clothing segment. To identify and redefine target audience in order to reach a new market share without losing current consumers.
Construction of a new positioning, as well as strategic and creative platform to reach a more diversified audience within national fitness market. Restructure of collection’s communication and creative direction.
@Market survey developed by means of partnerships with specialized reputed companies.
@ Creation of a new positioning within the market, establishment of a new target audience. Design of a new graphic and visual identity for this brand.
@ Design of a brand and campaign concepts gathering fashion and fitness in a youthful and urban manner, to stand out in the market. New creative direction for the collection.
@ International production, strategies to launch the brand for trade and final audience, in brand’s different channels of action.
The brand was repositioned to fulfill a broader and less exploited niche within women’s fitness fashion. Thus, we created the motto “Love Pink, Love Gym” to connect the brand to a youthful and delicate language within this world.
The campaign was photographed in Los Angeles to reinforce the new brand’s identity, reaching Young, urban women that are always on the move.
Development of printed materials with the main purpose of assisting sales and communicating brand’s DNA.
Electronic material for agents and shopkeepers aiming to introduce the campaign, the materials developed for promotion, sales tips and user manual for social networks.
From its design, the campaign is developed to assist all communication points. From printed to electronic materials, the language used in the brand and campaign is spread without making its speech look as repetitive.
Launching strategies. Direction of content to all social media. Casting of influencers, editorial production and still of products.