SOLUTION
USING THE ARC SPORT BRAND AS A BASIS TO THE REDESIGN, WE CREATED AN IDENTITY THAT WAS INSPIRED BY MOVEMENT. THE LOGO ITSELF IS LEANING INTO MOVEMENT. IT IS AT THE STARTING BLOCKS, READY TO RUN ITS RACE. THE LINES AND SQUIGGLES USED THROUGHOUT THE BRAND CONTINUE THIS SENSE OF MOVEMENT AND BRING IN AN ELEMENT OF LIGHTHEARTEDNESS. THIS BRAND HAD TO APPEAL TO THOSE ELITE ATHLETES, AS WELL AS COMPLETE NOVICES.
MOVEMENT WAS FURTHER ESTABLISHED THROUGH THE VIDEOGRAPHY AND IMAGERY USED THROUGHOUT THE CAMPAIGN. THESE INCLUDED NON GLAMORISED SPORT SHOTS OF REAL WOMEN, GETTING DIRTY AND MAKING SPORT THIER BITCH!
