Adidas
Members Week SS23
Members Week is a twice a year campaign that aims to connect with their members base of 300m people globally.
Together with the team at Studio A I helped to created the visual identity, guidelines and 400+ assets that aim to reach existing and new members across the global markets of Adidas.
Brief: Develop a comprehensive, user-friendly visual identity system that would be effortlessly adaptable across markets
Execution: A streamlined and evolved visual identity system that is inspired by zines and the zine creating process. Bright and playful halftones help to create visual aids to separate each story being told, whilst a set of overarching assets help to create consistency across the entire campaign.
Client: Adidas
Agency: Studio A
Role: Design Lead
Pro Pass Render: Woodwork Amsterdam
#DigitalDesign #ToolkitDesign
Digital rollout
I was part of a team of designers that was in charge of designing and delivering over 400 digital assets across touch points for the campaign including website, app, email and social media.
adiClub Pro Pass
In addition to the creation of the visual identity system, I was asked to be part of a small team to concept, name and bring to life an object that gives members access to VIP treatment, inclusive of rare prizes, events and access to much more.
Working with Woodwork, Amsterdam, we created the adiClub Pro Pass. A digital asset that reflects a tanglible object. The matte surface and texture of the Pro Pass coincides in the real-world-style of adiClub and Members Week, whilst the metallic finishes to help portray it’s high value to members.
It’s shape is inspired by the scribbled oval shape in the Members Week logo, whilst also giving the Pro Pass a bespoke look and feel. It’s realistic nature gives this digital asset the potential to be brought to life in the physical world for future Members Week if ever needing to be.
Animation
Animating the visual identity is a significant element present in both the film and digital aspects of the project.
Utilising single-shot panning, we deliberately skip frames and manipulate focus to instill an intentionally imperfect and unpolished ambiance. This technique aligns with the crafted zine theme of Members Week SS23, enhancing our connection to it.
Toolkit Design
In addition to the creation of hundreds of digital assets, and to ensure consistency, multiple toolkits were created to aid markets arounds the world in using the visual identity system including:
Visual Identity Toolkit
Multiple Activation Toolkits
Motion Toolkit
Paid Media Toolkit
Plug and Play Toolkit
Retail Toolkit
