Established in Los Angeles in 2011, Strut This is a fashion-focused activewear brand that creates premium, performance clothing for women. From tops to pants and shorts to sweaters, the company uses various technologies and fabrics to enhance its product range. Built on two generations of experience and expertise, their boutique apparel commands an audience of global followers.
The founders approached Lantern to update their branding and creative strategy to help position the business as one of California's leading designer activewear labels, empowering women with premium fitness fashion. The new look was rolled out across marketing, social media, labels and packaging.
The new identity system is underpinned by a customised, versatile ‘st’ ligature. Shorthand for the brand name when used in isolation on clothing labels and social media, the monogram then flexes to support a range of creative headlines such as ‘unstoppable’ and ‘understated’, which quickly describe the Strut This attitude.
Given the variety and scale of applications that the brand touches, it was crucial there was an ownable flexibility in the identity system. Whether it’s through the new monogram or a creative headline, the new look is instantly recognisable and brings with it an inherent confidence. Visually and verbally, the minimalism and simplicity of the system allows the clothes and models to be the real heroes of the brand.
Seasonal lifestyle and product photography provides another important asset in the brand’s armoury, which was implemented across a range of materials from the retailer’s digital presence to the clothes themselves. Imagery can be cut out with large crops of typography, outlined characters can interact with photography and photography can be layered to create texture.
A detailed brand guidelines document along with comprehensive templates for lookbooks, press and digital advertising were delivered, ensuring the new identity system could be implemented effectively. Lantern's relationship with Strut This continues with ongoing guardianship in the delivery of key marketing material.
“Lantern came highly recommended and they didn’t disappoint! The new look has really captured Strut This, and our audience, with timeless style. Even though we’re on opposite sides of the planet, the working relationship has been a breeze!”
Aubrey Sieder, Co-Founder, Strut This