Utilizing focus groups, in-store interviews, and a nationwide survey, we gathered insights from current and former shoppers about their connection to the brand. Through this data, our team created Audience Reports, Key Messaging, a Brand Manifesto, and a series of Stylescapes to ensure alignment from both parties to lay the foundation for a cohesive and accessible brand.
Core design elements reflect these insights: connected letters in the font symbolize the bond between City Gear and its community, the iconic red stayed untouched, and the shield shape remained a cornerstone of the new iconography.
The brand guide provided clear direction for photography, graphic design, and overall creative strategy, equipping both headquarters and in-store teams to bring the refreshed brand to life.
