TLC SPORT

Fashion Rebrand and Website Development

Previously

TLC Sport is an established family-run women’s activewear brand founded in 1984. The company designs its own collection of fitness clothing, compression leggings and shapewear, with products manufactured in its own factory in Cairo.

Although TLC Sport had developed a loyal international customer base, its branding and marketing had become inconsistent. The website, printed materials and wider communications did not clearly express the personality of the business or what made its products different.

Several logo designs had been explored previously, some using the Union Jack and references to being made in the UK. However, this no longer reflected TLC Sport’s diverse audience or the true story behind its products.

Rak Design was asked to bring everything together under a stronger, more welcoming identity and create a better online shopping experience.

Services provided for this project:
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Stats

PROJECT IN NUMBERS 1st YEAR

  • 22
    0Sales Increased Up by
  • 12
    0Avg. Session Duration Up by
  • 69
    0Avg. Time on Page Up by
  • 12
    0E-commerce Conversion Up by

Brand Development

We explored a wide range of logo ideas, looking for a direction that would communicate movement, confidence and energy without relying on national symbols.

The final logo device was influenced by the shapes created by people stretching, exercising and moving. Its flowing form gave TLC Sport a distinctive and contemporary identity while remaining friendly and inclusive.

A clear visual style was then developed around the new logo and introduced across the website, brochure, email signatures and other marketing materials.

The identity became such an important part of the brand that TLC Sport also introduced the new logo across its clothing range.

Website Design & Development

We designed and developed a more dynamic eCommerce website that brought the new identity to life and made TLC Sport’s growing product range easier to explore.

Stronger product and lifestyle imagery helped customers understand how the clothing looked, fit, and performed. Clearer navigation made it easier to browse leggings, tops, shapewear and other activewear by product type, style and size.

The buying journey was simplified, and the responsive design provided a smoother shopping experience across desktop computers, tablets and mobile phones.

Behind the scenes, the website gave the TLC Sport team an easier way to manage products, collections, images and website content as the brand continued to grow.

The Result

The project brought TLC Sport’s previously disconnected branding and marketing together under one clear and recognisable identity.

The new website, printed materials and digital communications presented the business with greater consistency and confidence, while making the product range easier for customers to understand and purchase.

During the first year, online sales increased by 22%, average session duration rose by 12%, average time spent on individual pages increased by 69%, and the eCommerce conversion rate improved by 12%.

The client particularly valued the personal approach behind the project, explaining that “Rakesh took the time to understand the company and our needs.” They also praised the team’s professionalism, dedication and commitment to meeting a demanding launch deadline.

Most importantly, the new identity gave TLC Sport a flexible and inclusive brand that could continue to evolve across future clothing collections, campaigns and international markets.

Testimonials

What the client said about this project

TLC Sport Ltd
22 March 2022

As a family run business, we maintain very high standards which many of the companies we work with do not reach. We knew that choosing the right company to build our new website for us would be one of the biggest commercial decisions we would make and would impact us for years to come. We had numerous options, mainly consisting of larger corporate companies, who have plenty of experience in large-scale projects. However, after 2 years of extensive research and understanding the market, we were very confident when we finally chose Rak Design. We did this for one simple reason, Rakesh took the time to understand the company and our needs. After our initial meeting, it became quite clear that he did not see the dollar signs, he saw the potential and we have since grown a great working relationship based on trust and honesty. His keen interest in our business did not just extend to the website, Rak also helped us to rebrand (unplanned, might I add) and worked with us to push this through effectively across all platforms.

Rak Design took on a large project with professionalism, competence, and dedication. Thank you to his great team who worked very hard to get our website completed, even working overtime to ensure we hit our tight deadline. Rak is a pleasure to work with; he has an upfront, reasonable nature and a fantastic work ethic which resonates in all that he does. So lastly, a big thank you to the man behind it all, Rak. We could have done it without you… But we probably wouldn’t be alive to tell the tale! We look forward to the future!