In 2014 Bedroom Athletics were making waves in the footwear sector, especially with their iconic Marilyn slipper design. They had a bold vision for the future to become an internationally recognised lifestyle brand that provides a stylish and desirable collection of loungewear and indoor footwear. Bedroom Athletics first task was to get consistency for their brand before they increased brand awareness to new markets.

That’s where we came in. Bedroom Athletics briefed Dirty Little Serifs to develop a Brand Guidelines to instil consistency, and create a Brand Strategy for their primary target market and the new markets they wanted to enter. Their main requirement was to keep the Female, Male and Generic logo marks, along with the primary red brand colour.

It was clear from the start that Bedroom Athletics was a vibrant and energetic brand and we wanted that to be showcased within the brand book. We set out guidelines for their Brand Values, Essence, Promise, Tone of Voice and the personality of their Athletes. The guidelines had to be robust as they would be shared with global distributors where brand recognition is key for breaking into the market. We create guides for Female, Male and Collaborators colour palettes, so not only could the overall brand be recognised but the specific product offering within the brand could be easily identified. Also within the guidelines logo usage, logo options, typography selection and imagery style were all defined.

Bedroom Athletics were so happy with the service we provided that they commissioned us to create a similar Brand Guidelines and Strategy for their sister company Beach Athletics. We have continued our partnership with both brands producing a myriad of materials such as; Corporate Stationery, Advertising, Exhibition & Window Displays, Website Design, Brochure Design, Packaging Design and Marketing Campaigns. We have also had the pleasure of being part of a number of Bedroom Athletics lifestyle photoshoots, which allows us first-hand to understand the new product ranges and have an input into the brand’s future visual direction.