The right clothes can make you feel 🔥🔥🔥 and spark some bold moves. With Love & Sports, the mission was to launch high-performance wear as bold & bright as the people who rock it—all while keeping it affordable and accessible by partnering with Walmart.
So our goal was to create an equally bright & bold Visual Identity System that could support creative materials across the brand’s launch campaign, social channels, and online experience.
Love & Sports
Visual Identity System
The color palette is inspired by the vibrancy & energy of the Love & Sports products. Although there is a core palette that we can reference, the color system is made to be flexible. The colors of the products & their environment inform the colors of the creative.
ITC Avant Garde Gothic Pro is the primary typeface for Love & Sports. This bold sans serif is used in our brand communications to complement our logo.
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.
Think: less posed, more natural.
Brand Guidelines & Visuals
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).
Head of Design: Adhemas Batista
EVP, Executive Creative Director: Chris MacNeil
Design Directors: Jean-Lou Renoux, Karen Pham
Associate Creative Directors: Jessica Kemmerling, Caroline Gallalee
Associate Design Director: Kenneth Kegley
Designers: Taryn Oshiro-Wachi, Daisy Rosas
Photographer: Tory Rust