RE- BRANDING AGILITAS
Sport shoe brand made for new India
About
The digital identity of Agilitas didn’t quite reflect the energy and identity of a sports brand. Recognizing this disconnect, in this project I made an energetic transformation to their identity that appeals to the 'Young India'.
Goal
Redesign the digital presence of the brand to increase its customer views.
Freelancing Work
Year
2024
About the brand
Agilitas is a B2B brand that is mainly focused on enhancing the manufacturing and R&D of sportswear in India. Furthermore, they partner with customer-focused brands to cater to the increasing demand of sports performance and athleisure market in India.
WHAT
DIDN'T
FIT
_
The typography is upright and static, missing the sense of speed or movement that sports brands usually convey
The dots don’t visually relate to “agility” or athleticism; they feel abstract and don’t reinforce the brand’s core message
Overall, the logo doesn’t evoke power, performance, or aspiration — qualities central to sports brands
The rounded letterforms and clean sans-serif style feel more suited to a tech or corporate brand than an energetic sports one
The website feels very 2-dimensional, missing the immersive experience you'd expect from a brand in this space
The imagery feels very disconnected from the brand ethos
Feels more like a general practitioner's website rather than a sports brand
Minimalist color palette gives it a corporate vibe, and lacks the vibrancy or passion associated with sports
BRAND POSITIONING
Based on my research, I crafted a brand personality that is energetic, aspirational, and bold.
This should create an identity of a sports brand for Agilitas.
The energetic, aspirational, and bold persona becomes the foundation for all brand building activities.
The brand stands to cater to Indian youth who are becoming more conscious about fitness, athleisure, and overall health. A brand that puts out an inspirational call is one that resonates with the calling of its audience. Moreover, since Agilitas partners with brands that have a history of sports goods in India and abroad, there is a touch of nostalgia woven into the brand’s digital footprint.
LOGO DESIGN
The logo captures the spirit of motion and confidence, defining a bold identity for a sports brand driven to lead its field. The slanted brand mark amplifies this sense of progress and ambition.
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REVAMPING THE ONLINE PRESENCE (B2C)
Has a Corporate Focus
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Generic and Glitched visuals
Lacks the energy, style of a brand that dreams big
Non-immersive
Non-informative
Immersive design
Has a product focus
Aspirational messaging
Has strong brand aesthetics
Credibility and Professionalism
REVAMPING THE ONLINE PRESENCE (B2B)
Putting India in numbers
The brand primarily operates in the B2B space, its website lacked critical information that potential investors would seek to evaluate growth opportunities.
I identified this gap and emphasized the importance of including market insights — particularly on the rising popularity of various sports in India and the corresponding demand forecast for sports equipment.
By integrating this data, the brand can better communicate its market potential, strengthen investor confidence, and position itself as a key player in India’s evolving sports ecosystem.
DIGITAL ASSETS
* Video generated using prompt engineering
* Video generated using prompt engineering