To conceptualize a new look and system that unifies both men’s and women’s lines. Imagine you have two world-class brands, each leading in the activewear markets they serve. Each has a rich legacy and distinct personality. You need to corral them into one master brand, but they have to maintain their own identities. We needed to give Fabletics meaning, an essence, and a visual identity that also appealed to the male market—one that would inspire confidence and feel instantly mature.



After a deep assessment, we learned that these different brands shared common core values. We determined that bringing them together at this fundamental cultural level would allow us to form a cohesive brand. A visual system was created that gave the Fabletics brand a singular identity while allowing each to maintain the unique personalities and voices that made them so relevant within their segments.