Sweaty Betty — Identity, 2021/22

Sweaty Betty’s vision is to become a truly global, iconic performance brand and to bring their mission of ‘Empowering women through fitness and beyond’ to the world. I helped to develop a more purposeful, strategic global branding execution that places emphasis on building a recognisable and consistent brand presence.

The aim being to bring clarity and create an instantly recognisable, streamlined brand mark that would consolidate brand awareness globally. Paired with a simplified and minimal use of colour, emotive and dynamic imagery, the new branding approach is the spring board for Sweaty Betty to take on the world.

Creative Direction: Jess Wells & Ryan Spacey