PAIN POINTS

FASHION VS. FUNCTION BALANCE

For individuals who wear activewear as part of their everyday wardrobe, there is often a struggle to find pieces that are both functional and stylish.

LACK OF INCLUSIVE SIZING

Many brands still fail to cater to a wide range of body types, leaving out plus-size or curvy customers.

SUSTAINABILITY CONCERNS

Environmental consciousness is increasingly important to consumers who want their purchases to align with their values.

Do's

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Please ensure the utilization of the brand's designated colors in all assets.

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Make sure all written communication follows brand guidelines for fonts and styles.

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Utilize photography and illustrations that align with the brand's aesthetic.

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Ensure that the conveyed message aligns with our brand values.

Don'ts

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Please avoid changing logo colors without permission.

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Avoid using the brand's graphic elements inconsistently with the guidelines.

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Please avoid using colors outside the official brand palette for representation.

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Avoid communications that contradict or obscure our brand message.

By all means, write your to-do list. Make careful arrangements. Choose your traveling companions. Pack up your talismans. And then scrap your well-thought out plan when your intuition whispers, 'This way.'

We open ourselves to discovery by following our deepest questions. If we take them seriously, they teach us everything we want to know. If we abandon them, we forfeit a powerful chance to become someone new.