To support the launch of True Fit’s first self-hosted registration portal, a new B2C-facing visual identity system was developed. Previously, True Fit was only accessed through retail partner sites—this marked a shift in strategy to connect directly with consumers.
The familiar “T” icon was retained, while the color palette was expanded with vibrant, expressive tones meant to reflect the individuality of shoppers. The system was designed to be clear, engaging, and human—without departing from the brand’s existing equity.
Used across landing pages and sign-up flows, the updated identity helped lay the foundation for True Fit’s future consumer-facing growth.
