AW is an innovative activewear brand that combines modern design with performance-driven technology. Catering to athletes and fitness enthusiasts, AW emphasizes both style and function while maintaining a strong commitment to sustainability through the use of eco-friendly materials. The brand’s digital presence offers a seamless shopping experience, with a clean, intuitive interface that makes product discovery and purchasing effortless. From highlighting the latest releases to promoting upcoming collections, AW’s online platform showcases its mission to blend high-performance activewear with eco-conscious innovation. This UX case study explores how AW balances user-centric design with its commitment to sustainability and style.

The AW logo has a sleek and modern look, with sharp, angular letters that give off a vibe of innovation and energy. Its clean, simple design makes it easy to recognize, and it perfectly reflects the brand's focus on creating stylish, high-performance sportswear. It’s bold but not over-the-top, striking a balance between cool and professional.

The AW typeface is clean, modern, and geometric, giving off a tech-forward, precise feel. It reflects the brand's focus on innovation and performance, while maintaining readability and boldness. This makes it versatile across different mediums, helping the brand stand out and stay recognizable.