The image features the logo of 'IM ACTIVE Activewear' with the brand name in bold, stylized text.

About

I'm Active logo and logo mark animation on a plain beige background.

I’m Active is a luxury activewear brand designed for women who move with purpose. A fusion of high-performance functionality, handcrafted details, & modern elegance, the brand celebrates empowerment, individuality, & sustainability.

Role

  • Story, Vision, Mission, Values, Target Audience, User Journey, Competitive Analysis, Brand Tone & More

  • Research Based Moodboard (Color Palette, Photography Style, Typography Inspiration, More)

  • Logo Systems, Icons, Brand Patterns, Color Palette, Typography, Photography Art Direction, Brand Guidelines, Digital & Print Collateral

The Challenge?

Create a bold and empowering identity that captures the founder’s journey, honors handcrafted craftsmanship, and resonates with athletes and fashion-conscious women alike.

Close-up of a young woman with curly hair tied up, wearing a black sporty jacket, looking confidently at the camera with neutral background.
Text on a minimalist background reading 'Mission' in the top right corner and 'Performance meets style, empowering women through their active lifestyle' in bold at the bottom.
A young woman with curly hair, light skin, and green eyes wearing a black athletic jacket, looking directly at the camera with a neutral expression.
Text on a beige background that reads: "Evolve with modern women through innovation, fostering a lifestyle of strength, individuality, and sustainability."
Black background with distorted white text that reads 'I'M ACTIVE'.
An inspirational quote about activewear and empowerment, with the word 'Purpose' at the top right.
A young woman with wavy brown hair lying on a beige surface, reaching towards the camera with her hand, appearing to take a selfie. The image has text overlay: 'I'M ACTIVE' and 'ACTIVEWEAR'.

Founder’s Story

The founder’s own journey with vitiligo turned what once felt like a flaw into a signature of individuality. Through sports, she found confidence, empowerment, and a community that embraced her uniqueness. This story became the heart of I’m Active, a brand where handcrafted details, bold designs, and empowering visuals celebrate the beauty of difference and the strength of movement.

A woman outdoors in bright sunlight, posing with her arms raised above her head. She has her eyes closed and appears relaxed. She is wearing a black athletic top with a ruffled trim and the words "I'M ACTIVE" on it, along with black leggings. The background shows a clear sky.
Large advertisement on a city wall featuring multiple models in activewear, with text promoting luxury and power in fitness clothing. The background shows tall office buildings and a pedestrian walking by.

The logo system balances luxury & motion. The customized serif reflects handcrafted details & individuality, while italicized elements evoke performance & movement.

“Handcrafted for your strongest days and, your softest ones too”.

Made with Love,

-The Founder

A woman with short, wavy brown hair lying on a sandy surface, touching the camera with her hand, wearing a black jacket with the brand's white logo.
Color gradient diagram with labels: 'Raw Canvas Blush', 'Carbon Black', 'Kinetic Lime', and 'Gold Thread'; the brand's colors.
A woman wearing a sheer brown long-sleeve top with ruffles, standing outdoors under bright sunlight with her arms raised and hands behind her head, looking confidently into the camera.

The palette merges earthy neutrals with bold, vibrant accents, celebrating diversity and energy. Typography & brand elements contrast refined elegance with confident strength, amplifying the brand’s bold yet sophisticated voice.

Brand in Action

Every touchpoint, from packaging to social media, reinforces empowerment & craftsmanship. The brand experience celebrates the garment as more than activewear: it’s a gift of confidence & purpose.

  • Open beige gift box with lime green interior, surrounded by closed beige boxes with lime green text that reads 'I'm Active'.

  • Open laptop displaying a fashion website with images of two women, one on the left with her arms raised and the other on the right with curly hair, on a gray and textured background.

  • SOCIAL MEDIA POSTS

  • Business card and logo for IM Active, featuring contact details and a stylized 'A' logo on a beige and yellow background.

  • Black and white photo of a woman with curly hair looking down, wearing an activewear top. In the foreground, there are three hanging tags or labels with the text 'I'M ACTIVE' and related branding.