The new face of Irish gymwear. Powercut is one of Ireland’s fastest-growing e-commerce businesses, creating athleisure and casualwear that doesn’t sacrifice quality for price. We partnered with Powercut to completely refresh their brand across all touchpoints, injecting energy and clarity into their identity.
Powercut®
2025
Fashion
Dublin, Ireland
Powercut®
The new face of Irish gymwear
Our job was to find ways to elevate and reinvigorate Powercut’s visual identity whilst ensuring a clear and concise brand story was told at every step.
Powercut is a massive Irish success story. Growing the brand was something that came naturally to their team, but there was a real complication of how the story could come through in their marketing – and how the brand could evolve and grow alongside the business.
We focused on building the brand equity in the bolt icon – breaking it out and influencing a visual language to create consistency. We updated the brand’s typeface, delivered a communications and marketing framework, created complete brand guidelines, identifying key values and personality traits, creating photography and art direction guidelines, icon styling, web and social content, and much more. We did the works, to put it simply.
Instead of just focusing on launching the new brand using existing content, we directed and organised a content shoot for AW24 – scouting locations, liaising with modelling agencies, storyboarding with video and photo teams, and behind on-hand throughout the day of the shoot to direct and ensure the best output was drawn from our efforts.
