Woman in a Grey Athleisure Set Enjoying Her Time Outside

Gif of Freely's Product Tag Swaying Back and Forth

Woman Holding a Tennis Racket on a Tennis Court Littered with Tennis Balls

Magazine with a Woman Wearing Freely Athleisure on the Front

Woman Leaning Against a Wall with Her Hand in Her Pocket

Woman Posing in a Shadowy Walkway Wearing a Black Athleisure Set

Black High Rise Leggings Splayed Out on a Dark Purple Surface

Freely's Product Tag Against a Mustard Yellow Background

Woman Sitting on the Ground and Showing Off Her Outfit

Woman Jumping Outside in a Grey Athleisure Set

Blocks Showcasing Freely's Soft, Stylish, Versatile Products

Freely Leggings Hanging on a Clothing Rack

Woman Standing on One Hand in Her Comfortable Athleisure Set

Woman Posing with a Raised Foot While Sitting in a Green Acapulco Chair

Folded Coral-Colored Tank Top Against a Yellow Background

Fit Woman Smiling in a Shadowy Outdoor Space

Woman Wearing a Mauve Long-Sleeved Top Outside

White Shirt Hanging on a Clothing Rack Against a Yellow Wall

Group of Smiling Woman Wearing Stylish Athleisure From Freely

Stack of Magazines Showcasing Freely Products

Woman Posing Against a Wall in a Sage Athleisure Set From Freely

Woman Running Up a Set of Stairs in a Sage Athleisure Set

Challenge:
Launch a women’s athleisure brand for Academy Sports + Outdoors that offers comfortable, stylish, and affordable alternatives to the current marketplace.

Execution:
An elegant infinity monogram sets the stage for the empowering Freely brand – a mix of colorful, vibrant hues and playful photography – designed to stand apart on store shelves and a crowded online space. Photos by Matt Hawthorne.

Brand Architecture

Brand Design

Creative Execution

Working out a modern in-house athleisure brand

Positioning

Brand Playbook

Brand Identity

Brand Guidelines

Publication Design

Art Direction

Photography

Campaign Development

Brand Collateral

Packaging

Voice Guidelines

Honoring the legacy of an industrial icon

Hospitality

Brand Audit

Laying the groundwork for a leader in home appliances

Technology

Retail

Paid Media

Bringing 25 years of radio ads into the digital era

Automotive

Digital art of a car driving on a city street displayed on a computer monitor

Optimizing a luxury resort in the Dominican Republic

Illustration of a Person Lounging Under Palm Trees on a Beach

Baiting the hook for a performance fishing brand

Box of H2OX fishing line on a dark blue background

UI/UX

Real Estate

Illustration of apartment buildings against a nighttime sky

Framing up the digital transformation for luxury eyewear

Fashion

What appears to be a man covered in chrome looking through a pair of luxury glasses

Bringing coastal vibes to the North Texas suburbs

Food & Beverage

Web Development

Building community connections with an editorial platform

Cityscape with colored location pins on buildings

An iconic Texas brand with a side of the outdoors

A Whataburger and Magellan Outdoors cooler on a bright orange background

Pointing men's activewear in the right direction

R.O.W Henry Hoodie and retail tags on a blue background

Bridging the online gap for a 150-year-old mountain resort

Illustration of People Canoeing Just Outside of Mohonk Mountain House

Boosting box office sales at a dine-in theater experience

Stylized illustration of a burger, fries, and popcorn on a table in a movie theater

Organizations

Setting the table for a culinary goods brand

Upscale dining in the historic Pittman Hotel

Opening the doors to Deep Ellum’s first hotel

Stack of print assets for The Pittman in Deep Ellum

Tailoring a digital strategy for a luxury fashion brand

Silhouetted Illustrations of Women in High Fashion Clothing

Play like a pro: Creating team sports for companies

Exploring the world with a legacy timepiece

Building a new community in a historic downtown neighborhood

Setting up a Dutch leisure brand for stateside success

Digital art of a living room featuring fatboy furniture with a fatboy logo

Amplifying a family-owned Filipino restaurant

Refreshing the identity of a popular fast-casual burger concept

Creating a vibrant brand for a gluten-free bakery

An eccentric identity for a charming Southern kitchen

Celebrating 50 years of design with Dallas visual artists

Digital DSVC 50th anniversary poster by Tractorbeam

From farm to future: Crafting a modern community with deep roots

Sixty Vines logo on a red and pink background with an organic design

A creative and digital agency serving fashion, tech, and retail through branding, design, web design, digital marketing, and being awesome.

Tractorbeam builds and grows compelling brands that drive real impact.

Freely