FW24 KINETIC LINE LAUNCH ASSETS

Brand Position: Premium performance-wear inspired scrubs brand with a health and fitness conscious audience, median age of 25 and who’s peak engagement is on the Tiktok platform.

Brand Identity: Aspirational, “main character energy,” reaching peak performance by going the distance.

Brand Tagline: Go the Distance.

Objective: Create a Fall/Winter campaign photoshoot for the new Kinetic Line.

Goal: Create on-brand assets that speak to the performance technology of the product while engaging a youthful audience.

Art Direction: Use movement and dynamic shapes to speak to the stretch of the fabric while showing key details of the garment, including fabric textures, trim details, branding and unique features of each garment. The dark background is use to create an edgy look with high contrast lighting that will get audience attention in digital and print ads.