Explore Rockwear's innovative approach to branding and visual identity, as they team up with 72andSunny for a dynamic rebranding campaign.
Renowned design and branding agency 72andSunny recently collaborated with Rockwear, a leading activewear brand, to launch a comprehensive rebranding initiative. The partnership aimed to breathe new life into the Rockwear brand, leveraging a blend of extensive research and creative design solutions. This transformative journey has repositioned Rockwear not just as an activewear label but as a symbol of empowerment for women.
Central to this rebranding is the newly crafted brand platform, 'We Play Strong.' This platform serves as the guiding principle for all of Rockwear's communications, from marketing strategies to in-store experiences. It encapsulates a message that resonates with women across the globe: the notion that exercise and strength, both physical and emotional, should be joyful and natural.
The redesign retains the core essence of Rockwear, ensuring familiarity and trust among its customer base. However, it introduces a contemporary twist to stay relevant in the fast-paced fashion industry. The new design features cleaner lines and a vibrant color palette, achieving a balance between minimalism and playful character.
A notable aspect of the redesign is the new wordmark, utilizing the BW Gradual Regular typeface. This typeface blends a strong, authoritative appearance with playful touches, particularly evident in the letters R, W, and A. The result is a visual representation that conveys both strength and approachability.
Complementing the wordmark is an ingenious monogram, 'The Spark.' This symbol captures the core values of Rockwear in a simple yet powerful design, representing community, strength, and optimism. The monogram's design elements, such as the use of negative space to form triangles, symbolize strength and resilience.
Color plays a pivotal role in the new branding, with the adoption of a primary color palette that allows product and imagery to be at the forefront. The choice of two shades of purple, a color often associated with power and creativity, aligns perfectly with the 'We Play Strong' ethos.
The comprehensive rebrand encompasses not just the logo and typography but extends to a holistic transformation of Rockwear's communications. This includes updates to clothing labels, shopping bags, and the photographic style, ensuring a cohesive and engaging brand experience.
72andSunny has also crafted a campaign to debut the rebrand, featuring a diverse group of Australian women. This campaign, anchored by the tagline “We Play Strong,” captures the essence of Rockwear's new identity, showcasing strength in its many forms.
In conclusion, the Rockwear rebrand by 72andSunny exemplifies a successful blend of strategic thinking and creative excellence. It marks a significant step forward for Rockwear, positioning the brand as a beacon of empowerment and joy in the realm of activewear.
Branding and visual identity artifacts
About 72andSunny
72andSunny, a prominent strategy, advertising, and design firm, specializes in the development of modern brands. Known for their values-driven approach, the company is anchored in the philosophy of Optimism. This philosophy underscores their conviction that collaborative efforts, coupled with an open and positive mindset, are key to overcoming any challenge.
Operating as a unified global entity, 72andSunny has established studios in diverse locations including Los Angeles, New York, Amsterdam, and Australia-New Zealand. This global presence enables them to cater to a wide range of clients and projects.
The company has earned a reputation for assisting in the growth of some of the world's most ambitious brands. Their portfolio boasts collaborations with major names such as Google, Taco Bell, Who Gives A Crap, BCF, Adobe, and Amazon, highlighting their expertise and influence in the branding and advertising industry.
For more information, visit 72andSunny.com
