Aceit Active is the performance-focused sister brand to Aceit, a staple in the Australian sportswear industry since 1988. What began as a boutique tennis label operated out of a Bondi apartment has evolved over 35 years into one of the nation’s premier custom sportswear suppliers. Aceit Active represents the next chapter of this heritage. By leveraging decades of expertise in technical fabrics and apparel construction, the brand offers a curated collection where athletic performance is the primary focus.
My Role
Rebrand, creative direction, website and copywriting.
The Problem
Aceit Active suffered from a critical identity crisis that alienated its primary consumer base. Despite inheriting thirty-five years of technical apparel expertise from its parent brand, the company’s visual messaging was entirely misaligned with its high-performance products. The branding relied on passive lifestyle imagery which failed to communicate the brand's core mission of athletic excellence.
The Solution
I executed the strategic pivot to reclaim the brand’s authority in the athletic performance industry. I coordinated a photoshoot featuring a local sports industry influencer, giving the brand authenticity within the desired target market. We also promoted this within a prominent gym, Ieveraging cross-promotional opportunities. Working with our photographer, I edited the imagery to reflect the sharp moody aesthetic of a premium sports label. I then integrated this new visual language into a total website redesign ensuring the brand communicated the language of the athletes it serves.
Before
After
