Client: Coed Active
2021
2021
Creative Direction, Art Direction & Graphic Design: Laura Arrieta
Coed Active is an activewear brand for men and women made in Los Angeles. The main goal for this rebranding was to express the brand’s true values and work along with the current market needs.
After a comprehensive analysis the keywords that came out were FUN, NOSTALGIC, PREMIUM and CONSCIOUS. The implementation worked around those concepts making sure every element of design was representing them.
The new identity developed an integrated look & feel that crossed many points of touch with users and audiences including the branding suite and editorial applications which through the color palette and fonts looked to communicate the “nostalgic” and “premium” concepts. The identity expanded to e-commerce where the identity lived through the site’s art direction, user experience and voice & tone which included naming and wording that contributed to express the “fun” concept.
For the “conscious” concept thoughout the applications there was the use of the brand’s tagline “moving together”. Also the website helped greately, an about us section named “what moves us” was created as well a blog named “Team Building” with wellness, community and culture topics with curated playlists among other themed elements. To support the sustainability mission of the brand, a Vintage clothing section was added and a detailed list of materials is included in the product description.
The identity also lives through marketing strategies such as email campaigns which were simplified by the design of templates where the images can feed the brand’s social media strategy and Team Building blog. The identity was strategically designed to interact and evolve together.
After a comprehensive analysis the keywords that came out were FUN, NOSTALGIC, PREMIUM and CONSCIOUS. The implementation worked around those concepts making sure every element of design was representing them.
The new identity developed an integrated look & feel that crossed many points of touch with users and audiences including the branding suite and editorial applications which through the color palette and fonts looked to communicate the “nostalgic” and “premium” concepts. The identity expanded to e-commerce where the identity lived through the site’s art direction, user experience and voice & tone which included naming and wording that contributed to express the “fun” concept.
For the “conscious” concept thoughout the applications there was the use of the brand’s tagline “moving together”. Also the website helped greately, an about us section named “what moves us” was created as well a blog named “Team Building” with wellness, community and culture topics with curated playlists among other themed elements. To support the sustainability mission of the brand, a Vintage clothing section was added and a detailed list of materials is included in the product description.
The identity also lives through marketing strategies such as email campaigns which were simplified by the design of templates where the images can feed the brand’s social media strategy and Team Building blog. The identity was strategically designed to interact and evolve together.
Curated Playlist
Merchandise
Email Campaigns
Social Media
Ads
Gifting
