Modest Active Gear
HAYA
Advertising Campaign
HAYA is a modest activewear brand.This campaign was designed to expand HAYA’s storytelling and create a stronger brand presence across multiple platforms.
Challenge
HAYA’s advertising currently relies on short form TikTok content that highlights product movement but limits deeper storytelling.
Insight
HAYA’s audience values discipline, faith, and purpose. The brand needed messaging that showed modesty and ambition are not limitations but strengths.
Design Process
1. Research
Studied HAYA’s brand values, audience, and current advertising approach.
2. Competitive Analysis
Analyzed campaigns from brands like Nike and This Girl Can to identify opportunities for differentiation.
3. Persona Development
Developed audience personas to guide messaging, tone, and campaign direction.
4. Concept Development
Defined campaign direction through moodboards, sketches, and headline exploration.
5. Environmental Positioning
Strategized how the campaign would live across environments, including online channels and limited-time in-mall activations to expand HAYA’s reach beyond the online store.
Solution
The final campaign brings HAYA’s values of action and modesty to life, expanding the brand’s presence beyond TikTok and creating meaningful ways for customers to engage both online and in limited-time retail activations.
Web Ad
Guided web browsers directly to HAYA’s website, reinforcing the campaign’s message and driving online traffic.
In-Store Ad
Limited-time in-store experiences through sportswear collaborations, giving customers a chance to engage with HAYA in person.
E-mail Blast
Crafted a promotional e-mail for subscribed customers, highlighting featured products and offering incentives to encourage engagement and reward loyalty.
