Objective: To build a premium visual identity from scratch that reflects the quality of their products and implement an effective content strategy to attract organic traffic. We also wanted the brand to feel very authentic and relatable as Ayxia’s ideal customers are athletes, thus we recruited real athletes and used their stories to build trust and relatability. We wanted to shift the notion of Ayxia being just a clothing brand selling products and instead, an athletic lifestyle that all athletes want to feel a part of.