Paced Out

Revamping the face of athleisure in the country with a multifaceted design approach, Pace Active has been making bigger moves by the day.

Activewear as a concept has been known to transverse across the extremes of functionality with no style and vice versa. Breaking this mold and bringing forth a rather fresh outlook for the same, Pace came to us wanting to create an aspirational want for their products in the market. Having nailed the concept and the execution in the terms of designs, Pace’s products are designed for metropolitan women who are always on the go. Rather than being a piece of clothing that stops them in the flow of things, the versatility of Pace was something that no one else in the game was offering, and we held onto that value right from the beginning.

Step one of the process was to lock the key demographic of the brand. With a deep dive into the brand’s vision and a broad general audience of active women, we narrowed down our observations to a prolific view. The Pace women come from a comfortable lifestyle and are striving to create a place of their own in the ever-expansive world. These women lead a rather busy life, working towards creating a wholesome lifestyle for themselves by balancing their personal and professional well-being.

TRANSITIONAL

Placing the brand as a medium to seamlessly go through the day in, we fixated on the “transitional” quality of the activewear. A busy woman with multiple things on her to-do list without any scope of a pause to go from one task to another will not have the time to change out of morning gear to something else to go through the day.

Pace’s versatile and luxurious designs eradicate the very need to do so.

FUNCTIONAL

The versatility adds to the functional qualities of the product which is brought out through the visual language, tone and voice created for the brand. 

AESTHETIC

With the first two pillars in place, we worked towards creating an image that not only sells the product but also creates an aspirational want for itself. With many options being available out there for people to choose from, we conceptualised imagery that translates a chic and luxurious outlook towards activewear that outgoing, ambitious and independent women across the age of 21-45 would relate to and want to inculcate in their lifestyles. We wanted the audience to feel comfortable approaching the brand, and the young, fun yet mindful tonality worked just the way we thought it would. 

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With all the elements coming into play, we created an identity that places the brand at the intersection of fashion and fitness, while being Transitional, Functional and Aesthetic. With the brand persona in place, we have also worked towards creating campaigns striking the right balance between the athletic outlook of the brand with the luxe tonality. The basic strategy behind the campaigns was to create a personality through the concepts that were relatable to the viewer on Pace’s social media and the website. What started with a descriptive deck that aligned with the founder’s vision, translated into design interventions and discussions. We also aided the brand with planning and executing the campaign shoots in creative and production capacities. 

To create ongoing momentum in terms of visibility, we devised an immersive content strategy that covered two very important aspects: information and community creation. With a mix of direct information and conversational yet topical content channels, we streamlined the flow in a way that while retaining the loyal customer base, we also attract a new one. 

Over two years since its launch during the pandemic, the brand has garnered a rather wide audience and has also carved a very unique niche for itself in the league of athleisure. Owing to the various ways in which lifestyles and people’s outlooks towards health have changed, the brand has successfully managed to fulfill the need for dynamic activewear, while also breaking the flow and elevating the concept of the same. Pace has evolved into a force to be reckoned with at the sweet intersection of fashion and lifestyle.