With a mind numbing 6 weeks before it’s scheduled opening, we developed the brand position and visual guidelines for the unique retail experience presented by Lady Foot Locker. The new lifestyle-focused concept store, SIX:02, sells fashionable, high-performance women’s workout gear.


Along with the brand position and brand guidelines, we created messaging and manifesto, in-store visuals, ad campaigns, brand imagery and signage emphasizing personal empowerment, positive impact and the sheer fun of physical fitness and performance. The corporate parent continues to support the concept and announced it would be converting the majority of Lady Footlocker stores to the new SIX:02 concept.