After a thorough research process about Athleta and athleisure consumers, a new initiative for Athleta was proposed.

The brand design for the new offer was created as part of the team's deliverable. Although this was a group project, I created the brand design.

Your guide to a healthier life

Athleta Compass is Athleta's initiative to be closer to its athleisure customers, women in their 30s who want to live healthy and balanced lives.

As part of this initiative, some services would be offered, such as a revamp of the loyalty program to integrate fitness studios, and the Athleta Cafe, a space where the customers could come and spend quality time.

Deliverables

This was a team project, and as part of the deliverables it was included:

• Research

• Analysis and Ideation

• Business Model Canvas

• Branding

I was mainly responsible for the research and branding.