Freely
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
Brand Architecture
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.
![Woman in a Grey Athleisure Set Enjoying Her Time Outside](https://cdn.sanity.io/images/05s30yw5/production/7a7f1da929b4bb196471403a0dfe526958ec24dc-2400x1600.jpg)
![Gif of Freely's Product Tag Swaying Back and Forth](https://cdn.sanity.io/images/05s30yw5/production/d1c51221bdd01abbb18a47f0dcca0aee63b45c14-1920x1280.gif)
![Woman Holding a Tennis Racket on a Tennis Court Littered with Tennis Balls](https://cdn.sanity.io/images/05s30yw5/production/adfc1dd43c240466eddecaeab80d4931bd247795-2400x1600.jpg)
![Woman Smiling on a Set of Stairs Outside](https://cdn.sanity.io/images/05s30yw5/production/87a0f2e7df5560ee15b9237df4368c5f9044bede-1200x1600.jpg)
![Magazine with a Woman Wearing Freely Athleisure on the Front](https://cdn.sanity.io/images/05s30yw5/production/e0359b1f18bf5c21742041ffdbac7ba4d79b9755-1200x1600.jpg)
![Woman Leaning Against a Wall with Her Hand in Her Pocket](https://cdn.sanity.io/images/05s30yw5/production/8d161c6fdd7f0831f077ce852e646c4350078fc4-2400x1600.jpg)
![Woman Posing in a Shadowy Walkway Wearing a Black Athleisure Set](https://cdn.sanity.io/images/05s30yw5/production/b2bf6cd509b445e4ac8fb455d343eed1f865b7d3-1200x1600.jpg)
![Black High Rise Leggings Splayed Out on a Dark Purple Surface](https://cdn.sanity.io/images/05s30yw5/production/f53d8218c29f0ad902accd6f37e44d1df2572965-2400x1600.jpg)
![Curly-Haired Woman Smiling](https://cdn.sanity.io/images/05s30yw5/production/f832512866aa5db76922d8d523770500a64a9642-1200x1600.jpg)
![Freely's Product Tag Against a Mustard Yellow Background](https://cdn.sanity.io/images/05s30yw5/production/450a6aaa7c90d1947202d771352001d9c728d7d7-1200x1600.jpg)
![Woman Sitting on the Ground and Showing Off Her Outfit](https://cdn.sanity.io/images/05s30yw5/production/2d102be9189199f455d9ec0696dffa2e72fff913-1200x1600.jpg)
![Woman Sitting Outside Wearing Sunglasses](https://cdn.sanity.io/images/05s30yw5/production/5e597b0577baeea6b1c30223cddcaf3cdfa33293-1200x1600.jpg)
![Smiling Woman with Windswept Hair](https://cdn.sanity.io/images/05s30yw5/production/659429fa24cc959246ca3c7321131f58ea348a96-1200x1600.jpg)
![Woman Jumping Outside in a Grey Athleisure Set](https://cdn.sanity.io/images/05s30yw5/production/66069baee141f264f716d26b3b1201fd1f8e97c4-2400x1600.jpg)
![Blocks Showcasing Freely's Soft, Stylish, Versatile Products](https://cdn.sanity.io/images/05s30yw5/production/0f20ef65c940305b43f553bbcada1ac618af476f-2400x1600.png)
![Freely Leggings Hanging on a Clothing Rack](https://cdn.sanity.io/images/05s30yw5/production/2c49b1f7208156ef7b3392f6d856589f249092ab-1200x1600.jpg)
![Woman Standing on One Hand in Her Comfortable Athleisure Set](https://cdn.sanity.io/images/05s30yw5/production/50da9dcb761b2ffc6bf6d81e11c8dd86dfcc53dc-1200x1600.jpg)
![Woman Posing with a Raised Foot While Sitting in a Green Acapulco Chair](https://cdn.sanity.io/images/05s30yw5/production/2e92feb7d487c806491c58bcaae30e325dc2f046-1200x1600.jpg)
![Folded Coral-Colored Tank Top Against a Yellow Background](https://cdn.sanity.io/images/05s30yw5/production/71c678352f2050fe9a20a8fbdcc947c2c62b7703-2400x1600.jpg)
![Fit Woman Smiling in a Shadowy Outdoor Space](https://cdn.sanity.io/images/05s30yw5/production/bd985429b3e0b8e485f4bf5628223496f0b3fad7-2400x1600.jpg)
![Woman Wearing Pink Athletic Shoes](https://cdn.sanity.io/images/05s30yw5/production/904ca6d30cf29677c0750d70252ce91675b9b98a-1200x1600.jpg)
![Woman Wearing a Mauve Long-Sleeved Top Outside](https://cdn.sanity.io/images/05s30yw5/production/467b471bc30791963abb7ea22f358022b5634599-2400x1600.jpg)
![White Shirt Hanging on a Clothing Rack Against a Yellow Wall](https://cdn.sanity.io/images/05s30yw5/production/7f0cb6aa8adfde68bf15102280d0f68a3b51339f-1200x1600.jpg)
![Group of Smiling Woman Wearing Stylish Athleisure From Freely](https://cdn.sanity.io/images/05s30yw5/production/256bd7ebd133a22c062006a03b00ec0a5db943f9-1200x1600.jpg)
![Stack of Magazines Showcasing Freely Products](https://cdn.sanity.io/images/05s30yw5/production/f54ea033ce21ebf48f47242e5729b202445b0484-2400x1600.jpg)
![Woman Posing Against a Wall in a Sage Athleisure Set From Freely](https://cdn.sanity.io/images/05s30yw5/production/07d25828ca328111d692a0bdcd524663120c2f0c-1200x1600.jpg)
![Woman Running Up a Set of Stairs in a Sage Athleisure Set](https://cdn.sanity.io/images/05s30yw5/production/b6abac2bc004b1b0f99c4041363e531dd33f17ad-2400x1600.jpg)
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