Collaborating closely with Reem AlSane, the visionary behind Leia, our focus was on capturing the essence of her mission to empower women through high-quality activewear. Recognizing the challenge of defining the target audience amidst aspirations to cater to both men and women markets, our strategic approach centered on a deep exploration of her underlying ethos as a personal instructor. We discovered insights into the unique needs and aspirations of the female market. Leveraging this profound understanding, we embarked on a journey to align Leia's brand identity exclusively with women—a decision informed by Reem's intimate knowledge of their struggles and desires. Our collaborative process culminated in a refined brand strategy tailored to resonate with the female demographic, encapsulating Reem's commitment to fostering confidence and empowerment among women through activewear.
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![](https://cdn.prod.website-files.com/62c897f5d36ebcf2d2db6497/65fc1eedbd78ad26e4533913_Leia%20Activewear%201.webp)
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By realigning Leia's brand focus exclusively on women, we facilitated a seamless connection between Reem's expertise and the needs of her target audience. The strategic pivot enabled Reem to leverage her extensive experience and rapport with female clients, fostering a deeper brand connection rooted in authenticity and empathy. As a result, Leia is poised to resonate more profoundly with its target demographic, eliciting a strong emotional response and fostering lasting brand loyalty. The brand has built a strong community of women in Kuwait, aspiring together to a better, healthier lifestyle.