Role
Graphic Design / Art Direction
Scope
Brand Launch, Visual System
Year
2019 2021
Category
Activewear
The Challenge
Launching a men's line that needed a distinct visual identity capable of standing on its own while staying connected to the parent brand. Nothing existed to start from.
The Approach
Developed and finalized the color system and logo first, then scaled into a full visual toolkit across web, social, email, and retail from day one. Brand book developed in collaboration with the Creative Director.
The Result
Fabletics Men launched as a standalone brand. Revenue targets exceeded every year. The team structure and creative process built here became the model used for future brands across the organization.
Visual System
Brand book & toolkit
The brand kit that anchored the look, built to flex across every channel.
Credits
Creative Direction
Anthony Saraceni
Studio Art Direction
Katrina Arambulo
Graphic Design
Kat Chambers
More
Motion and content design for a 5M+ audience.
Building the digital content system at Alo Yoga.