case study: nux active
Established in 2008, NUX Active is a pioneering brand in the activewear market. They are known as the first performance seamless activewear brand in the industry.
The brand had an outdated aesthetic, struggled with consumer perceptions as a discount brand, and was finding it difficult to stay relevant in a highly competitive emerging market. They compete against larger activewear retailers such as LuluLemon and smaller ultra-cool younger lifestyle brands with captivating imagery and social reach such as Outdoor Voices.
Their target demographic was unfocused and broad, trying to appeal to a vast range of age groups ineffectually. Brand imagery at higher campaign level and lower ecommerce level were lacking in style and image quality, and this translated to poor sales performance at a wholesale and retail level.
services: total rebrand
We provided brand strategy, identity system, print design, promotional material, front end web design, curation of social media, brand messaging, art direction, campaign shoots and styling.
strategy + approach
We rebranded NUX to increase cool factor and appeal to younger demographics. We refined their brand voice and messaging, repositioning them as an innovative leader in the “athluxury" market.
Refocused the demographic to market toward women ages 25-35.
Big focus on styling + leveraged shoots to create behind the scenes content to reframe the company as a lifestyle brand.
We highlighted the locally made aspect of the brand, as it is all made in LA, which appeals to younger and conscious consumers.
Embraced upscale, elevated fashion photography aesthetic and applied it to brand campaign imagery, art direction and print.
Educated stockists and customer of brand benefits through consistent brand messaging and value through visual communication and marketing via direct mail, email marketing and social media.