Formerly known as JB Sports, the brand was unsure of who are they were and what exactly they do. It was a general sports store with a wide range of products within different categories – Technical sporting goods and gear, Activewear and equipment, Streetwear. With the recent diversification of JB Active and Motiv8, JB need to be present itself as independent from sporting goods. People should know the brand, not the owner. Sell Athleisure (not Sport leisure) – includes sports leisure but also includes smart casual.

We wanted to capture the dynamism that athleisure provides consumers. By creating a brand with a personality focused on being Self-assured, Dynamic and Style-conscious, JB enables you to live life fully, giving the customer the ability to be free to choose their rhythm, free to be confident, free to move.

This was executed by embracing vibrant colours, incorporating engaging graphic elements and imagery that inspires movement. By leaning into the duality of athleisure, sense of rhythm and movement is inspired the development of the graphic line element that visually conveys this. Photography is aspirational and optimistic. A focus is placed on the act of doing sport is the key consideration when selecting imagery.