Without creates new brand identity for BAM

Activewear for the power age

Without has designed a new identity for activewear brand BAM, challenging a category obsessed with youth by speaking directly to the BAM customer: Power Age Women.

Pushing boundaries with high-performing pieces, while committing to do better for people and planet, BAM has always made a different kind of activewear. But after 18 years, its product and ambition were outstripping the brand in a fast-moving market. Working closely with the BAM team, Without has rebranded the business to reflect the energy of its 40-plus customer with a new logo, language and art direction.

Most activewear brands chase youth: the goal, the shape, the comparison. BAM wants to be a brand that celebrates movement as a platform for enjoying life. Without’s research with women over 40 – more active than ever, but hardly represented in activewear brands – showed an opportunity where performance doesn’t always mean chasing first place, and where behaving sustainably doesn’t mean lecturing.

Without designed a simple, contemporary logo that capitalises on, and elevates, a short, punchy name. Designed to move, the logo has three orientations, depending on usage, and this variance, although limited and structured, gives the impression of dynamic movement. 

Another important element was art direction that challenges convention, featuring older, more characterful models than those typically seen in activewear. Combined with writing that feels less ‘filtered’ and a vibrant colour palette, the effect is a relaxed, playful and positive language, reflective of BAM’s Gen X customer.

The re-brand influenced everything from clothing to website, digital advertising and social tools. It culminated in detailed guidelines designed to empower the BAM in-house team, from adopting and developing tone of voice, to a platform of assets for future campaigns.

Ryan Shannon, Managing Director at BAM, said: “Moments like these in brands are rare. I have no doubt Without’s work will be truly transformational. Thank you to the whole team.”

Roly Grant, Founder and Creative Director at Without, added: “This was one of our most exciting challenges of the year – thinking differently for a customer overlooked by other activewear brands. It’s a great example of brand adding value; BAM has always stayed true to its philosophy and product innovation – the brand just needed to catch up to it.”

Source: Without

  BAM, Brand Identity, Branding, Marketing, Rebrand, Without