The Brand
Let’s face it - life is a workout. Between errands, meetings, and mommyhood, you need a workout wardrobe that moves with you – with little to no fuss. That’s why Marika is made for every way you move. We design activewear that fits and flatters, moves, smooths and lifts so you can look (and feel!) your very best. Whether you’re out for a jog or an afternoon coffee run, Marika takes the guesswork out of your activewear, so you can focus on the important stuff.
Services: Marketing and Content Strategy, Brand Strategy, Social Media Strategy, Creative Direction & Production, Website & Digital
Marketing Strategy
Marika is a top destination for high-quality and affordable activewear for value-conscious and fitness-minded women, ages 25-45. My challenge was to redefine the brand’s core consumer and vision. The result was a visual identity that is energetic, relatable, and confident. I clearly defined buyer personas and brand guides–and implemented targeted marketing strategies highlighting a solution-oriented approach to activewear. Targeting fitness influencers and “mommy bloggers”, the brand was better equipped to increase reach and create an authentic, relatable, and inclusive brand perception.
Creative
We updated the logo for a refreshed look and feel, refining slants and spacing, and condensing the brand’s ‘wave’ icon for modern and practical application across garments and brand assets. Hangtags were redesigned with a thick, soft-finish cardstock, reflective rainbow foil finish, and a library of call-out tags featuring fabric and product functionality, elevating the in-store experience.
The fresh color palette included pops of mint, periwinkle, and sunflower.
Campaign photography was refreshed to communicate the consumer’s on-the-go lifestyle along with an enthusiastic energy and the glow of post-workout endorphins.
