Tigerlily

Emma led the rebranding and digital redesign of Tigerlily, an established South African activewear brand that was undergoing a major transformation. Once positioned as a women-focused brand, Tigerlily wanted to evolve into a more male-focused identity that celebrates strength, movement, and confidence for everyone. The redesign aimed to modernise the brand while preserving its original essence of power and self-expression.

Emma developed a refreshed logo, visual identity, and website prototype in Figma, all reflecting Tigerlily’s new direction. The logo redesign focused on balance, combining bold geometric structure with soft, fluid motion merging both a tiger and a lily into one. The colour palette and typography were chosen to feel dynamic yet approachable, appealing to all males while maintaining a sense of energy and modernity.

Through a clean, intuitive website layout, Tigerlily’s digital presence was transformed into an inclusive lifestyle platform, one that empowers all individuals to move with confidence, no matter who they are. The final design of their official new website captures the brand’s evolution from feminine athletic wear to a bold, men-focused brand full of strength and identity.