The logo, brand colour and overall aesthetic for the new brand vision was demonstrated in the Battersea Power Station concept store, which opened in October 2022.
The new wordmark is much bolder than the previous one, to showcase the feeling of strength and energy within the brand. The final ‘Y’ is angled to demonstrate the brand’s unique spin on activewear.
The new brand colour, ‘firebird,’ was developed with Pantone to create the most vibrant version of orange and demand attention.
I wanted to leverage the new branding and brand aesthetic through to our digital channels, so started with key pages within the website. I wanted to create a cleaner, elevated, more fashion focused digital world for the customer to explore the brand’s values and personality, whilst keeping user experience and commercially in mind.
I used our October 2022 Ski shoot to complement the new logo and explore a more contemporary version of Sweaty Betty to define the intersection between fashion and function.
