HPE Activewear
Strategy. Branding. Guidelines. Copywriting. Art Direction. Website design.
Agency THG Studios
The original brief from LA based HPE Activewear was to design a DTC on the THG Ingenuity platform, along with an overhaul of the ecom photography. However, in order to succeed in the highly competitive market of activewear, I immediately saw the need to reposition and evolve HPE into a more relevant, compelling brand the consumer could engage with and ultimately be inspired by. I played a key role in upselling the project from a relatively low key website migration to a brand repositioning, including strategy, new tagline, brand development, brand system guidelines, copywriting, production and website.
As a human performance specialist, with experience working with world champions in F1, Tennis and Golf, the brand’s founder imbued the products with his profound understanding of the human body. This, along with his passion to support everyone on their personal fitness goals, drove the new proposition. Engineered to power the movement in you is a call to action for everyone and anyone, no matter the scale of their personal fitness goal, their body shape and the way they choose to exercise, HPE Activewear is designed to help you move your way.
Movement, the key brand pillar, is evident in every brand cue; From the vibrant colour palette inspired by human heat maps, to the key line avatars, and even the poster display typeface. Collectively they create a dynamic, kinetic and exciting visual that stands apart from its competition.
