A start-up with soul
A New York-based entrepreneur set out to fill a gap in the market by developing an active apparel line for children. Determined to do more than just respond to a need, she sought to create a lifestyle brand that could help set the foundation for kids’ lifelong love of health and fitness. Neatline performed an extensive brand strategy exercise for the start-up company, and in the process developed core values, multi-use content, and a clear and compelling position for the new brand.
The client decided on our “Bounce” concept as the strategic direction for the brand. The big idea: Kids are born with a natural bounciness—a desire to be fit, active and make healthy choices—and the new clothing line’s goal was to enable and perpetuate that vitality. Consequently, we delivered look and feel that expresses energy, while also appealing to a relatively high price point and sophisticated market. Our design concept and brand guidelines covered all touchpoints, from the web site, social media and digital marketing, to the product labeling and packaging.