Collage of pages from the Marena Brand Book

The Challenge

Since its inception in 1994, Marena has been providing medical-grade compression garments to patients recovering from surgery. In 2012 it introduced two additional brands, marketing their patented fabric and construction technology to the shapewear and activewear markets.

Marena grew into the industry leader by sales, with over 25% of the medical compression garment market. The shape and sportswear brand, however, were floundering and in 2016 Marena was purchased by The Riverside Company.

The new owners saw growth opportunities in expanding the core recovery garment business and by bringing the shapewear and activewear brands back into the fold.

Comparison of the previous Marena logo and the new one

The Solution

Working with the CMO and COO, Proponent provided foundational brand strategy and supported it with a coherent new graphic language. A brand book and sales training materials ensured a smooth rollout at all levels of the company.

The first customer-facing touchpoint was a revamped ecommerce site, with the three child brands “under one roof”. This was followed shortly by a new packaging system, email marketing templates and trade show booth design.


Services Provided

  • Brand Strategy & Brand Architecture
  • Brand Book & Style Guide
  • Website UX/UI
  • Packaging System
  • Collateral Design: Sales Training Tools, Catalog, Trade Show Booth, Digital Ads, Email Templates
Mock-up of the homepage on a laptop and mobile device
Photograph of the Marena Recovery garment packages
Photograph of the Marena Shape garment packages
Photograph of the Marena Sport garment packages
Sample spreads from a Marena sales training manual

Key Metrics

Marena’s business nearly doubled within 18 months of launching our brand identity system in June 2016.

Online Sales

2015 - $1.4m
2016 – $1.8m
2017 – $2.6m