Working out a modern in-house athleisure brand


Brand Playbook

Brand Identity

Brand Guidelines

Publication Design

Art Direction


Campaign Development

Brand Collateral


Voice Guidelines

Brand Architecture

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

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
Gif of Freely's Product Tag Swaying Back and Forth
Woman Holding a Tennis Racket on a Tennis Court Littered with Tennis Balls
Woman Smiling on a Set of Stairs Outside
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
Curly-Haired Woman Smiling
Freely's Product Tag Against a Mustard Yellow Background
Woman Sitting on the Ground and Showing Off Her Outfit
Woman Sitting Outside Wearing Sunglasses
Smiling Woman with Windswept Hair
Woman Jumping Outside in a Grey Athleisure Set
Blocks Showcasing Freely's Soft, Stylish, Versatile Products
Freely Leggings Hanging on a Clothing RackWoman Standing on One Hand in Her Comfortable Athleisure SetWoman 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 Pink Athletic Shoes
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


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