Role: Brand Architecture, Strategy, Design, Animation
Team: Laura Stein, Chris Braden, Kyosuke Nishida, Karol Dybalski, Margot Fabre
ASICS is a global athletic company with a rich heritage and esteemed technical expertise. Bruce Mau Design was hired to refresh the ASICS brand and help to position the company as a lifestyle brand, while still maintaining its performance legacy.
The new identity and brand system are meant to evoke the joy of sports and the galvanizing spirit of the athletes who drive the energy of ASICS.
Working within the strategy team, I helped reconfigure the brand architecture to streamline the implementation of our new identity system across multiple platforms, as well as improve customer navigation of the brand. I was also part of the design team and lead animator.