Giving Australia the true Premium ActiveWear Touch x DOVENA
Nihil Kumar
Client: DOVENA Industry: Women’s Activewear Year: 2024
DOVENA is an Australian activewear brand focused on crafting modern comfort pieces that inspire seamless movement. While their products offered a blend of style, performance, and functionality, their brand identity, digital presence, and market positioning needed an upgrade to compete effectively in the saturated activewear industry.
Our Transformation Path
Brand Identity
Brand Repositioning
Website Revamp
SEO Optimization
Content Strategy
Creative Content Production
Social Media Growth Strategy
Digital Marketing
Customer Experience
Community Building
Project Outcomes
+75% increase in Organic Traffic
40+ keywords for Keyword Rankings
+195% Conversion Rate from 2.2% to 6.5%
50% Influencer ROI engagement
42% Repeat Customer Rate
DOVENA - Product Creative
Key Objective
To reposition DOVENA as a premium activewear brand with a strong identity, digital presence, and customer engagement strategy, driving increased visibility, brand recognition, and customer loyalty.
Problem Statement: Challenges Limiting Growth and Visibility
Despite a high-quality product range, DOVENA faced several brand challenges:
Lack of Distinct Brand Identity – The brand’s visual and messaging elements lacked a unique personality that differentiated it from competitors.
Minimal Online Presence – The website was not optimized for SEO, leading to low search visibility and limited organic traffic.
Weak Brand Experience – The shopping journey failed to fully convey the brand's premium feel or emotional connection to customers.
Underdeveloped Content Strategy – The absence of strategic storytelling limited DOVENA’s ability to connect with its target audience.
Ineffective Digital Marketing & Social Presence – The brand was not leveraging its full potential in social media, influencer marketing, or performance-driven digital campaigns.
DOVENA - Brand Teaser
Brand Revitalization Strategy
Brand Blinks implemented a multi-phase brand transformation plan, focusing on brand identity, website optimization, content strategy, and digital marketing to position DOVENA as a premium activewear brand.
1. Brand Identity & Repositioning
Conducted an in-depth brand audit to evaluate strengths, weaknesses, and gaps in market positioning.
Defined a refined brand identity system, incorporating: A sophisticated yet modern color palette reflecting movement and energy. Refined typography and visual elements to communicate elegance and performance. A consistent brand voice and messaging centered around empowerment, movement, and Australian lifestyle.
Developed a new brand story and tagline to create an emotional connection with customers.
Impact
Created a cohesive brand identity that aligns with premium activewear standards.
Strengthened brand recall and emotional connection with customers.
2. Website Revamp & SEO Optimization
Technical SEO Fixes: Optimized site speed, mobile responsiveness, and structured data for better search engine rankings.
On-Page SEO: Integrated high-impact keywords like "premium activewear Australia," "sculpting leggings," and "moisture-wicking workout wear."
Content Optimization: Enhanced product descriptions, meta tags, and category pages with SEO-friendly, conversion-driven copy.
User Experience Overhaul: Improved navigation, product filtering, and checkout experience to reduce cart abandonment.
Impact
75% increase in organic traffic in 6 months
Improved Google rankings for 40+ industry-relevant keywords
30% increase in time spent on product pages
Source: DOVENA
3. Content Strategy & Creative Content Production
Developed a content roadmap with a mix of: Educational blogs (e.g., “How to Choose the Right Activewear for Your Body Type”). Brand storytelling content focused on DOVENA’s values and product craftsmanship. SEO-optimized articles around fitness, wellness, and performance wear.
Designed high-quality visual content, including product photos, lifestyle imagery, and video campaigns.
Created compelling social media narratives showcasing real customer experiences.
Impact
5X increase in blog engagement and shares
3X growth in inbound traffic from organic content
Increased average session duration by 40%
4. Digital Marketing & Social Media Growth Strategy
Instagram & TikTok Growth: Created engaging reels, influencer collaborations, and behind-the-scenes content to build brand hype. Used lifestyle-driven storytelling to connect with fitness enthusiasts and everyday activewear consumers.
Influencer & UGC Strategy: Partnered with Australian fitness influencers and micro-influencers to promote real-life wearability and versatility.
Email Marketing & Retargeting: Built segmented email campaigns for customer retention and promotions. Developed abandoned cart recovery sequences that increased conversions.
Impact
3X increase in social media engagement and interactions
50% increase in influencer-driven traffic and conversions
25% higher email open rates and engagement
DOVENA - Customer Experience (1/2)
5. Customer Experience & Community Building
Loyalty Program Implementation: Designed an exclusive rewards program to increase repeat purchases and brand advocacy.
Community Engagement: Launched a #DOVENAMovement campaign, encouraging customers to share fitness journeys.
Improved Customer Support Experience: Integrated AI-powered chat assistance for instant product recommendations.
DOVENA - Customer Experience (2/2)
Impact:
30% increase in customer retention rates
Higher user-generated content increases trust and credibility
Stronger emotional connection between brand and community
Key Metrics & Growth Impact
Metrics After Brand Blinks Global Post 6 Months
Organic Traffic 3,000/month 5,200+/month (+75%)
Keyword Rankings (Top 10) 10 keywords 40+ keywords
Social Media Followers 4,500 13,500+ (3X growth)
Conversion Rate 2.2% 6.5% (+195%)
Influencer ROI Low engagement, 50% higher conversions
Repeat Customer Rate 18% 42% (+133%)
DOVENA’s Brand Evolution
Brand Blinks’ strategic interventions transformed DOVENA from an emerging activewear brand to a recognized industry player. By refining their brand identity, strengthening their digital presence, and creating an engaging customer experience, DOVENA now competes with established activewear brands.
Key Wins:
Strengthened brand positioning and identity in the premium activewear segment.
Increased search visibility and organic traffic, driving more direct sales.
Boosted customer engagement and community-building efforts through digital and influencer marketing.
Built a sustainable brand loyalty ecosystem that drives long-term retention.
Driving DOVENA’s Success through Branding & Experience Design
DOVENA is now a brand that seamlessly blends fashion, functionality, and storytelling to inspire movement. With a clear, premium positioning, a strong digital presence, and an engaged community, they are set for long-term growth in the activewear space.
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Posted Aug 3, 2025
Transforming new style, performance, functionality, brand identity, digital presence, market positioning needed an upgrade to compete the activewear industry.
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Timeline
Dec 18, 2024 - Jan 13, 2025
