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
