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REBRANDING AND LAUNCHING A BRAZILIAN SPORTSWEAR BRAND IN THE U.S.  /  2012-13

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LUTA was created by Luke Dowdney, founder of Fight For Peace, a non-profit boxing and martial arts academy that helps Brazilian youth rise above hardship by providing training, education and support in areas affected by violence. LUTA was genuinely born out of this purpose, and we had to make this clear to the U.S. market. The brand’s motto: real strength. 

It all started with a 2-day fusion session with the client. Over the following months we created a new visual identity, (new branding, new photography, new look & feel), a new social-by-design website, 2 new social platforms, 2 new e-stores and lots of concepts and launch ideas, some of which ended up never happening.

In 2014, after the U.S. launch, LUTA was acquired by Reebok.

Below is some of the work we’ve done, in no particular order, starting with a video that briefly tells the story of the RAPP & LUTA partnership.

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Below are some of the studies I went through before I landed on this visual identity.

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CREDITS

The teams changed a lot over time, having Hayley Morris and I as the only 2 consistent lead creatives working on the brand. Here are some of the people that made a difference throughout the journey: Wayne Pick, Kim Pick, Marty Cooke, Rachel Heapps, Freddy Gomez, Craig Elimeliah, Camilo LaCruz, Leo Zanis, Marc Pepin, Lisa Rocanello, Andres Herrera, Mike Zulpa, Jared Rubin, among many others.

I was responsible for the concepting, art direction, design and retouching across all work.