OHMME
Activewear elevated
In a crowded activewear and lifestyle market, OHMME needed to redefine its identity, elevate its positioning, and appeal to a broader, sustainability-conscious audience. The brand required a full transformation—refreshing its product strategy, visual language, and market presence while staying true to its core values.
We repositioned OHMME from a niche yoga label into a premium activewear and lifewear brand with global appeal. This included a complete rebrand, refined product direction, and a cohesive design language built on modern minimalism, sustainable materials, and lifestyle versatility. A new visual identity and campaign system were created to unify retail, e-commerce, and digital channels.
The rebrand elevated OHMME’s perception within the activewear space, securing coverage in Hypebeast, launching OOH bus shelter campaigns in high-profile London locations, and driving a measurable increase in sales and online conversions. The refreshed product line and campaigns connected with a style-driven, sustainability-minded audience, strengthening brand equity and positioning OHMME for long-term growth.
• Directed art direction across all channels, repositioning OHMME from a niche yoga label to a premium activewear and lifewear brand.
• Defined brand positioning to align with a style-conscious, sustainability-driven global audience.
• Created a unified brand identity system applied across product, retail, and digital touchpoints.
• Led product design and development, including fabric sourcing, trims creation, and tech pack production for apparel lines.
• Managed a design team.
• Designed print, packaging, and trims to reflect the new premium brand language.
• Delivered digital design (UI/UX) for e-commerce and brand platforms, ensuring seamless shopping and brand experience.
• Directed film and campaign production for OOH, social, and digital channels, including high-profile London OOH placements.
• Enhanced design and performance of existing products while embedding sustainability at the core of the brand offering.
• Expanded product range with new subcategories, including the lifestyle-driven Life Wear line.
• Introduced innovative signature pieces — such as the RAY Jacket AG47 edition — as enduring icons of the brand’s ethos and technical innovation.
• Delivered an OOH campaign across high-profile London locations, supported by a fully integrated digital and social launch campaign.