Image Strategy

DECATHLON I AQUAFITNESS

ARTISTIC DIRECTION | PRODUCTION | PROJECT MANAGEMENT

The creation of a consistent and compelling image identity across Aquafitness, Aquagym and Aqua Cross Training.


Aquafitness the brand grew up as a startup inside Decathlon and needed to appeal to its different customers across multiple practices. The advertising of the brand would span print, photography and video for both online and instore point of sale.  
Our priority was to identify how to portray the vision of the brand through its brand's imagery.


We forged a clear direction and guideline developed from our competitor and customer analysis, team workshops and on set video/ photo shoots, resulting in a vision in the form of documentation which ensures a classic but fresh feel for all future productions.

The creation and definition of a brand's image identity are critical to any company's success, it's a fundamental part of how your customer portrays your brand. At our way studio, we are obsessed with how we can convey the aspiration of a brand through its imagery.

Decathlon is the world's largest sports retailer, with over 1,500 stores in 49 countries.


In collaboration with the Aqua fitness team.

“Maya has a strong artistic sense, curiosity, tenacity, daring and ability to lead production teams around the project. She demonstrated an ability to manage and keep budgets by always studying the best value / price solutions for each of the projects.”

Nathalie B.

Brand manager / Decathlon Aquafitness

BRAND   decathlon.fr

PHOTO    Our Way Studio 

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