SET ActiveVisual Identity

Overview

WØRKS partnered with Los Angeles-based Flagship to evolve SET Active’s brand identity at a moment when the business was outgrowing its visual foundation. As the brand expanded its product range, opened physical retail spaces, and deepened its cultural presence, the existing logo and identity began to show limitations in distinction and consistency across touchpoints. The visual system no longer reflected the scale, coherence, or ambition of where the brand was headed. Led by Flagship’s strategic and creative direction, we developed a more unified and enduring visual identity for SET. Working within their established brand framework, we redesigned the logo and usage system, bringing clarity and consistency across product, retail environments, communications and collaborations. A refined, more visible custom wordmark became the foundation of a scalable design system built for long term growth. The outcome gives SET Active a more credible and confident visual foundation that supports expansion into future categories and partnerships while remaining familiar to the community that helped build the brand’s momentum. Rather than reacting to trends, the updated identity operates as a long-term anchor, positioning SET Active as a category leader with the structure and flexibility to grow alongside its customers and culture.