Love & Sports

Visual identity system and campaign for the high-performance brand's launch

Project Info

The right clothes can make you feel 🔥🔥🔥 & spark some bold moves. With Love & Sports, the mission was to create high-performance wear that’s as bold & bright as the people who rock it—all while keeping it affordable and accessible to the world by partnering with Walmart. 
 
Our goal was to create an equally bright and bold visual identity system that could support creative materials across the brand’s launch campaign, social channels, and online experience. 
 
The photography direction captures a range of motion to represent the unique & authentic ways people move, whether they're running errands or doing HIIT workout. Action-oriented shots in a variety of settings will highlight this athleisure wear’s versatility.
 
We created a 110+ page style guide to document all the rules we play by for the brand. Taking inspiration from the products’ designs and colors, we created a bold, modern-retro design system by pairing photos with colorful repeating logos. We also expanded our system and leveraged the ampersand to frame talent and call attention to the intersection of the two worlds (love and sports).