1 2 3 4 5 6

After a survey revealed that average women did not see themselves as Title Nine’s target customers, the company set out to reposition its merchandise from strictly sporty to work sporty. Our design brief to the company recommended showing models as successful, interesting women who also happened to be athletes. To carry out this broader lifestyle strategy, we presented models in work and play clothes. In addition to a new logotype and magazine-like cover treatment, we developed the first catalog and provided a photographic style guide and other graphic guidelines to transition the work to the inhouse production team.