Brand Design for a Fictional Initiative by Athleta

This is a brand design work done as part of a Design Strategy class at Northwestern University. After a thorough research process about Athleta and athleisure consumers, a new initiative for Athleta was proposed.

As part of the deliverable, the brand design for the new offer was created. This was a group project, but the brand design was done by me.

Your guide to a healthier life

Athleta Compass would be Athleta's initiative to be closer to their athleisure customers. Women in their 30s, who want to have a healthy and balanced life.

As part of this initiative, some services would be offered, such as a revamp of the loyalty program to integrate fitness studios, and the Athleta Cafe, a space where the customers could come and spend quality time.

Deliverables

This was a team project, and as part of the deliverables it was included:

> Research

> Ideation

> Business Model Canvas

> Branding

I was mainly responsible for the research and branding.