Empowered Moments

We worked alongside the dynamic team at British activewear brand Every Second Counts to create a coherent robust vision. Having secured investment for brand development and expansion, there was a requirement to clearly define the DNA and brand essence in order to establish a firm foundation for future, sustainable global growth and expansion. Every Second Counts is a proposition that responds to the need, in our ever more busy lives, to find brands that are wellness brokers.

It is designed for the style-conscious, busy, modern wearer. Given that Every Second Counts is a brand that embraces not just fitness, but also mind and body, it is a truly holistic brand. The brand allows its fans to wear the product across their busy, ‘every second counts’ lifestyle from fitness to fulfilling everyday commitments, whilst feeling and looking great.



Spending time with founder and creative director Sally Dixon and key stakeholders we immersed ourselves in the brand and recognised a unique brand positioning around urban empowered sportswear for an edited lifestyle. This brand framework became a launch pad for a distilled and distinctive message across all brand touchpoints.

We recognised and celebrated an empowering, angular design language that was present in the signature product design and explored bringing this to the forefront of the brand. We aligned the brand with the strength and integrity of the product driven by a design precision around the way you move.

We elevated the brand identity uniting the brand logotype and brand icon for maximum impact, supported by a dynamic chevron signature mirroring the product language. To compliment this we designed four stylish wellbeing icons to communicate technical properties of the product.

This revitalised brand signature was applied across a diverse range of brand application’s from garment tags to a re-launched e-commerce website demonstrating a dynamic and edited conversation reflective of empowered moments.


Strategy, Brand Revitalisation, Garment Tag, Website, Brand Guidelines
Client Quotes_Freight-11.jpg



You may also like: