ACTIVA (redesign)

Product: fitness and casual fashion apparel for women, from large national brands to emerging boutique labels

Objectives:

• project the brand's authority in an emerging market straddling women's fitness and fashion
• foster a dialogue with customers through authenticity in message and an image that honors the challenges they face
• build multiple sales within branded spreads, and easier replenishment sales in basics areas
• differentiate Activa from its close competitors in a narrow market
• create a comprehensive "design guide" to be followed by an in- house catalog team in the future