CASE STUDY: HOW WE HELPED A PURPOSE-DRIVEN SPORTS APPAREL COMPANY
Legacy Driven Apparel
Brand Identity + Dual Site Web Design & e-Com Integration
ABOUT THE BRAND
Legacy Driven Sports Apparel was born out of a passion for sports, an appreciation for the dedication of athletes, and the belief that every individual has the power to create their legacy. Co-Founders Brent and Melissa began with a simple idea: to design and produce high-quality, stylish, and meaningful sports apparel that would inspire athletes and enthusiasts to push their limits, overcome challenges, and leave a lasting impact on the world.
THE PROBLEM
LDA had been in existence for a few years prior to our meeting, but the culture-impacting, confident swag and professionalism they envisioned for their brand was severely deficient. One first issue was that their previous website lacked a cohesive visual identity and personality. From its missing domain to its generic styling, the old website made it hard for visitors to quickly grasp the brand’s message and personality, and the overall design didn’t reflect the brand’s high-quality, motivational ethos. The second issue was its inability to convert consistent sales, and the third issue was that it failed to attract corporate partnerships/collaborations due to a lack of professionalism. The company also only had no branding image outside of a logo.
Problem Overview:
Outdated Look and Feel
Unclear Brand Messaging
Underperforming User Experience (UX) & Navigation
Limited Marketing & Sales Alignment
The site did not provide robust e-commerce features or a clear path to purchase, causing friction for users who wanted to browse or buy
Branding and marketing goals were not well integrated—no clear funnel to guide visitors from brand discovery to product exploration and checkout.
THE SOLUTION
Even though their brand was fairly new to the industry, it had audacious business objectives and aspirations. With that in mind, we took a step back from how things had been done up to that point and gave some comprehensive thought to how we could strategically plan for the future. We sought to gain a deeper knowledge of the brand itself through thorough inquiry, then created a plan to enhance LDA’s brand identity and web presence. Brand identity included a much-needed logo cleanup and stylized icons, graphics, and social media covers. Web design included a well-thought-out dual-site strategy that featured an e-commerce shop showcasing all the latest products (site #1) and a stakeholder-focused, partnership-friendly corporate site to act as a hub of information for prospective collaborators (site #2).
Solution Overview
Design Strategy
Logo Cleanup
Branding and Visual Identity—color palette, font & typography, icons, brand personality
E-Commerce Website
Corporate Website
Social Media Branding—covers, post templates
THE CREATIVE APPROACH
Brand Personality:
Powerful | Bold | Disciplined | Passionate | Motivated | Ambitious | Youthful | Multi-Generational
Built to Inspire a Legacy of Greatness. Taking cues from major brands like Nike and Adidas and smaller, but mighty brands like Under Armour and Gymshark, we wanted to note the effectiveness of their strategies while creating a distinct and innovative brand all its own.
Visual Storytelling: We needed LDA’s new branding and website to effectively communicate their mission to inspire athletes and enthusiasts to create their legacy. We sought to get potential customers and partners fully engaged with the brand’s purpose.
Strategic Approach & Redesign Goals:
Unified Brand Identity
Elevate the look and feel to match LDA’s core values: inspiration, empowerment, and bold expression.
Create a cohesive style that seamlessly connects the e-commerce site (store) with the corporate site (brand story and B2B aspects).
Strong, Story-Driven Messaging
Highlight the concept of “leaving a legacy” through bold visuals, emotive taglines, and consistent messaging.
Use imagery of athletes and everyday enthusiasts pushing their limits to reinforce the brand’s motivational promise.
Enhanced User Experience & Conversion Flow
Restructure the website to guide visitors from brand introduction to product exploration, encouraging direct purchases or deeper engagement.
Integrate user-friendly navigation, clear calls to action, and visually engaging product displays.
Dedicated Platforms for Different Audiences
Separate e-commerce site for direct-to-consumer sales, focusing on streamlined product browsing, purchasing, and special promotions.
Corporate site to showcase brand mission, partnerships, future ambassador program, and the story behind LDA—tailored for press, sponsors, and potential collaborators.
Visual Branding & Aesthetics: We introduced a bold palette of black, white, and golden accents to convey a sense of premium quality, energy, and ambition. We selected a clean, legible body fonts to pair with the already-established strong, modern typeface for headlines that reflect the brand’s motivational and cutting-edge vibe. Imagery consisted of high-impact photography of athletes in action to connect with the target audience on an emotional level—showcasing perseverance, dedication, and passion.
Layout & hierarchy (full-width hero banners with inspirational copy, product showcases on the e-Commerce site, storytelling blocks on the corporate site) and an enhanced user flow (featuring simplified navigation, integrated e-Commerce features, clear calls to action, mobile-friendly responsive design) added to the transformation.
TRANSFORMATION
The new and improved Legacy Driven Apparel, reflected in its branding and web design, now showcases a consistent brand image that resolves the issue of a disjointed or unclear brand presence. The elevated brand perception and sleek, modern design immediately convey quality and authenticity, aligning with LDA’s emphasis on excellence and impact. By weaving motivational copy and impactful visuals throughout, the brand’s core message—everyone has the power to create their legacy—now resonates strongly with site visitors.
With clearer navigation and strategic calls to action, the e-commerce site provides a frictionless path from product discovery to checkout, directly addressing prior user experience and conversion challenges. Visit: legacydrivenapparel.com
The corporate site’s in-depth storytelling and brand mission statements foster a deeper emotional connection, turning one-time shoppers into loyal community members. The refined visual identity and professional website infrastructure position LDA to expand into new markets, forge partnerships with like-minded entities, and scale their online presence effectively positioning them for future growth. Visit: about.legacydrivenapparel.com
The reimagined Legacy Driven Apparel presented through dual sites—one for direct e-commerce and the other for corporate branding—demonstrate the power of strategic, purpose-driven design. By aligning the visual identity, user experience, and brand storytelling, the new digital presence embodies Legacy Driven Apparel’s mission to inspire and empower athletes and enthusiasts to leave their mark on the world.
Inspired to make your mark on the world, too? Let’s talk! Contact SoLIFE Media, and let’s craft an identity that launches movements..
