The foundation for your best life, driven by science
Forme
Scope
Naming
Brand Strategy
Brand Identity
Collateral Design
Website Design and Development
Content Production
Brief
Forme, formerly known as IFGfit, is a science-driven posture correcting activewear brand that sought a rebrand to better connect with the direct-to-consumer (D2C) audience and solidify its position as a leading wearable technology company.
Result
Through a comprehensive rebranding effort, UMBRELLA successfully transformed Forme’s identity and positioning. The brand shifted its focus from primarily targeting patients with injuries and pain to a broader audience seeking to enhance their daily lives and everyday performance. The new brand identity system effectively communicates the company's core values.
Naming
To capture the essence of the company's mission of building a foundation for a better life, the rebranding process began with finding a name that resonated. The word "form," representing the natural and ideal shape of the body, became the inspiration for the new brand name, Forme.
Brand Design
The concept of building from a strong foundation is reflected in Forme's core primary colors. We developed a modified custom logotype accompanied by a unique logomark. The logomark, derived from the letter 'f' in the brand name, symbolizes the integration of science, beauty, and functionality that Forme embodies.
Web Design & DevelopmentForme's rebranded identity was brought to life through a fully custom Shopify website designed to showcase its unique product offerings.
The website focused on highlighting the brand's key technologies and the functionalities of their posture correcting activewear collection. By creating a robust user experience journey, first-time visitors were educated about the products, resulting in a high conversion rate.
Collateral Design
A minimal yet powerful shopping experience was central to Forme's collateral design. Recognizing the importance of educating customers about the products, accordion-style layouts were utilized to present easily digestible information bites, guiding first-time customers through their purchasing decisions.
Content ProductionTo make a powerful first impression, UMBRELLA produced Forme's still and video assets for their highly anticipated launch.
From casting to creative direction, the campaign was meticulously designed to resonate with Forme's target audience. Emphasizing the brand's combination of functional and beautiful activewear solutions, the content showcased how Forme's products enhance comfort and performance.
