Shaping a sports brand’s range for women
A sports brand’s design team wanted inspiration and a design language for the full range of women it designs for. We built it from trends, competitors, social content and the brand’s own research, without new fieldwork.
- Client
- Sports brand
- Industry
- Sportswear
- Kind of work
- Innovation and concept development
- Our role
- Trend, competitor and social research, with a re-read of the client’s own studies
The question
The women who buy the brand range from those who choose for style to those who choose for performance, and the design team needed to see that range clearly enough to plan products across it.
It wanted inspiration it could design from, and a shared language for talking about it.
Our approach
We combined trend research, a look at how leading women’s activewear brands show up in their social content, communication and range, and a reading of a large body of women’s social content, then re-read the brand’s own past research on women.
Working sessions with the design team shaped the profiles as they developed, and a preview tested them before they were shared with the wider team.
What the team came away with
A playbook with profiles of the women the brand designs for, where its current range sits among them, design principles, and visual and language boards for each.
The design team had a reference to plan future ranges from.
Related work
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