Brand Identity Evolution For An Activewear Brand
The redesign that made SET Active look quieter—yet more confident.
WØRKS collaborated with Flagship to evolve SET Active’s visual identity as the brand expanded its offerings and cultural presence. The redesign introduced a refined custom wordmark and a scalable design system, ensuring clarity, consistency, and long-term adaptability across all brand touchpoints.
Insights
- WØRKS partnered with Flagship to evolve (not replace) SET Active’s identity as the brand expanded its offerings and cultural presence—prioritizing clarity, consistency, and long-term adaptability.
- The centerpiece was a refined custom wordmark: a more modern, confident mark designed to feel enduring while staying versatile across fashion-led applications.
- A scalable design system was introduced to keep the brand coherent across all touchpoints—built to flex with new categories, formats, and future growth without constant redesign.
- The overall direction aimed for a refined, modern look that can move between digital, product, and broader brand expressions while maintaining a consistent visual voice.
