THE BRIEF:

Create a brand identity and launch campaign for St.Athletica, an athleisure label with unique designs and three signature looks. The goal is to define an untapped USP in a saturated category and position the brand as a lifestyle. The audience should feel immersed in a world that reflects their routine, ambition, and personal style, with storytelling that makes them feel part of something.

THE CONCEPT:

St.Athletica, stands apart with athleisure designed for Pilates and capsule working wardrobes. Built for the rhythm of 5 to 9 and 9 to 5, the brand blends everyday comfort with elevated style for the modern corporate girly. Visually, we combined New York polish with Melbourne culture, creating a refined yet relatable aesthetic that moves through structure, softness, and routine. The launch included a Gossip Girl–inspired social series, tapping into its cultural resurgence to position St.Athletica in an aspirational, content-rich universe. This was supported by UGC styling content and fit checks, showing how each look fits into real routines with real versatility.

WHAT WE DID:

Brand Story | Photography | Videography | Pre-Production | Social Management | Meta Advertising