Sporty Henri is an e-concept store that delivers a curated selection of high-performance sportswear and lifestyle clothing. The Gaabs was tasked with the fine-tuning of this new e-concept store and identified the need to create a stand out and impactful identity that struck a balance between luxury and sportswear. In focussing our energies on three critical brand pillars - curation, expert opinion and style - The Gaabs delivered an aesthetic impact designed to elevate Sporty Henri in a highly-competitive marketplace.
The Sporty Henri website redesign was built to convey the elegance and rich history of sport. By creating homages to classic and vintage sport imagery, The Gaabs achieved a visual feel that felt timeless and playful, yet still retained that masculine edge. Vintage layouts and a classic typeface were used to punctuate this aesthetic.
The application of fun, bold, dynamic colours visually enhanced the element of play. Bespoke still life imagery breathed life into product-focussed editorial and narrated a content strategy of an evolving array of articles, releases, and interviews to foster a relationship with the Sporty Henri customer and broaden their engagement. The notion of team spirit and sportsmanship was embedded in each of the still life concepts.
In creating content that brought attention, awareness, and definition to the brand, The Gaabs were able to showcase Sporty Henri as an elegant, contemporary and visually striking e-concept store that delivers knowledge and expertise to their field.
The Gaabs worked hard to implement a very intuitive interface consistently across the website in order to enhance the user’s experience. In evoking the strong sense of community that participation in sport brings, The Gaabs set out to inspire and draw in an audience through personal stories at every level of competition.