Client: Lilulines
What we did: competitor analysis, brand platform, positioning, logo, identity, website design concept, social media, comprehensive advertising campaign, communication strategy.
Gymnastics is mostly an individual sport. You often have to be alone with yourself, fight your own fears, and motivate yourself to achieve results.
But there are also moments of unity, synergy, and support. We found them in the figures that gymnasts perform for group photos. The gymnastic kaleidoscope, a sign of unity and community, has become the symbol of Lilulines, a manufacturer of gymnastics clothing and accessories.
The brand’s mission is to become a friend to every gymnast and support them at any moment.
The brand is based on a simple but profound insight: “I just want unconditional support because it inspires me to keep going.” It is precisely this support that Lilulines strives to give every athlete — without conditions, without expectations, simply because she deserves it.
Lilulines is not only about individuality, but also about unity. Through its logo, consisting of multiple lines, the brand introduces gymnasts to each other and brings them together. The logo shows that they may be different, but they are united by one thing—their enthusiasm for gymnastics. It instills team spirit, inspires training, and creates an atmosphere in which everyone feels part of something bigger.
Lilulines is a true soulmate for every gymnast. In a sport where so much depends on inner strength, confidence, and inspiration, it is especially important to feel that you are not alone. Lilulines provides full support to athletes, helping them overcome difficulties, believe in themselves, and move forward with joy.
Lilulines is always there—closer than your mom or coach. It understands, supports, and inspires you even when no one else can see your inner struggle. Lilulines says:
You are not alone. You are strong. You are inspiring. And we are here for you.
1. Audience and market analysis 2. Conducting a strategic workshop 3. Forming positioning and brand platform