Evolving an activewear brand for global expansion

Hine Collection is a boldly inclusive brand on a mission. Māori female owned, it was founded on a belief that every woman was made to move, and deserves clothing that can aid an active life. One of the few truly size inclusive activewear brands in the market, it offers clothing from sizes XXS - 8XL.

A rare example of authentic community building, Hine had developed a fervent following throughout Australasia, and had its sights set on international growth.

The brand had existed for 6 years with no brand strategy, formalised narrative or brand voice, and with a reactive approach to marketing. In order to grow global awareness, the foundations had to be strong and the message had to be captivating enough to excite an international audience.

Collaborative workshops unearthed the kaupapa behind the brand, and helped us realise Hine's full opportunity. The strategy revolved around the idea of Made to Move, and the truth that when we empower women to find their strength, they become unstoppable. With bigger idea in hand, we were able to shift Hine from being product-first, to being purpose-first: a market position that not only gathers a tribe-like customer base, but also future-proofs the brand against competitors.

Along with a new strategy, brand narrative, tone of voice and creative direction, a communications framework was developed. Ranging from campaign to tactical marketing and social, this included asset libraries of language help to guide the brand's various tiers of marketing. With clarity on who they are, and a blueprint for where they're going, the Hine team are equipped and ready to take on the world.