After showing up with more of a lifestyle lean for product marketing in Q1 + Q2, Athleta decided to embrace a natural shift to return toward a Performance Lifestyle mix before diving fully into a full performance expression.

I worked as an Associate Creative Director and designer on the Digital Brand Creative team to establish a revised icon system and seasonal treatment that would elevate Athleta in the Performance space, pairing our heritage location imagery with both on figure and special lay down photography, and enhancing studio photography with performance call outs to get more credit for the technical qualities of the product.

Outputs included seasonal treatments and layouts for all digital touchpoints across site, social, and email.