“Moments like these in brands are rare. I have no doubt Without’s work will be truly transformational. Thank you to the whole team.”
— Ryan Shannon, Managing Director at BAM
Context
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. Our research with women over 40 showed an opportunity where performance doesn’t necessarily mean chasing first place, and where behaving sustainably doesn’t mean lecturing.
You don’t need to apologise for your achievements. You are not ‘boasting’, as we were so often warned as a little girl.
DEFINE AND DESIGN
We strove for a simple, contemporary logo that would capitalise on, and elevate, such 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.
BAM’s logo is active. It comes in two primary lockups, BAM 0º and BAM 45º and with a set of secondary logos, vertical and horizontal.
DELIVER
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.
