International design agency JDO has created an ultra-modern identity for L’Actif, establishing the brand as a high-performing, fashion-forward player in the growing athleisure industry.

L’Actif is on a mission to bridge the gap between streetwear and luxury activewear by utilizing cutting-edge fabric technologies to elevate style, performance and comfort. With the belief in a world where life is fluid, this new-to-the-scene brand wants to give people the freedom to move where they want and how they want in garments that allow them to seamlessly transition from socialising to sweating and back again.

JDO was tasked with bringing this belief to life with unique positioning that highlighted L’Actif’s progressive spirit as well as an identity that appealed to sophisticates who seek quality above all else.

The worlds of high performance, high tech and high fashion collide to create a premium identity that is ‘Designed to Move.’

L’Actif’s logo is a pared-down interpretation of a pill capsule, subtly conveying the idea of medicating with movement. Typography echoes the curvature of this shape, reflecting the flow of movement, whilst a generous amount of breathing space allows elements to interact and play within the brandmark. A bespoke monogram has been crafted from the L and A of the logo, confidently fortifying L’Actif’s high fashion credentials, whilst an updated colour palette injects L’Actif’s brand world with energy, depth and vitality.

An overall minimalist aesthetic captures the brand’s passion for science and technology whilst elevating L’Actif into the fashion-forward space with chic simplicity and active style. “From the website to packaging to garment tags, L’Actif’s identity drives the idea that movement is an integral part of daily life,” comments Bronwen Westrip, Creative Director at JDO. “Introducing such an innovative product into a traditionally static space gave us a chance to play with the codes of fashion, technology and exercise. The result is a bold lifestyle brand with a futuristic aesthetic.”

Nourah Alotaishan, Creative Director at L’Actif comments, “I always believe that perfection is the little things done right; and with JDO, we were able to tackle the little details. “We quickly bonded with the JDO team, who pushed us creatively and inspired us to realise our vision,” comments Ahmad Alagil, Founder of L’Actif. “In the spirit of true collaboration, we discovered a unique space in the market for L’Actif to thrive and created a dynamic brand with focus and flexibility. I’m excited to see where we move next with JDO.”