Strut ThisA timeless identity for the Californian activewear brand with a global following
Unstoppable style
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 California's leading activewear label.
Sectors: Fashion, Leisure, Lifestyle
Services: Research and analysis, Stakeholder engagement, Visual identity development, Guidelines and artwork, Brand implementation
+78%
Growth in sales since rebrand
+104%
Increase in web traffic since rebrand
“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
Timeless sophistication
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.
An identity as flexible as the apparel
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.
Lasting performance
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.
