A World for Everyone Who Trains

Formerly known as Im Fit World, this Colombian sportswear brand came to us looking to launch a new identity. But we found that the real issue went deeper than branding: consumers had noticed a decline in product quality. We needed to address that before the relaunch could succeed.

We developed an honest campaign in which the brand publicly paused its commercial operations to rebuild from the inside out. The narrative documented the entire process: publicly acknowledging its mistakes, introducing new machinery, a new team, and new designs, and getting ready to launch again.

By letting people see the changes for themselves, we set out to rebuild trust and give consumers a reason to give the brand another chance. That was how IFW officially got back in the game.

As an additional move to reinforce the transformation, we changed the name from Im Fit World to IFW—a name that already resonated with consumers. We simply made it official. 

We're IFW. And we're back in the game.
Relaunch of the new brand identity.