Brand Expression
_adidas Creative Direction
Leading a multi-disciplinary internal creative team, we strategized and developed the overall look, tone, and feel of the adidas global brand through a digital first lens. I guided this in-depth creative process that established the essence of the brand's attitude, visual principles, and tone of voice through research, experimentation, and iteration.
The research phase of any Brand Expression project is illuminating. The most eye-opening and relevant data we collected for this particular research phase was from our brand and market partners and various creative works made during the previous year. A simple redline on the wall established and reinforced the Real/Raw/Fast creative criteria behind the evolution of the brand's expression.
