ASICS Tiger

Client: ASICS Tiger
Role: Design, Animation
Team: Laura Stein, Chris Braden, Tatsumi Taeron, Kyosuke Nishida, Alexandre Viault
Awards: Notable Visual Communication Award: Core77 Design Awards 2017

ASICS Tiger relaunched in 2015 as a contemporary sports lifestyle brand inspired by the company’s iconic designs of the 1970s to 1990s. Bruce Mau Design developed a global brand identity system for retail, digital, and print.

Building upon the ASICS's seminal logo, the brand identity unites the company's design heritage with contemporary lifestyle. The graphic system takes inspiration from overlapping street posters to layer large-scale type and photography. BMD collaborated with Kontrapunkt to develop a custom typeface that helps give the brand its completely unique flavor. 

Under the creative direction of Laura Stein and Chris Braden, I helped the team refine and implement the design system across multiple applications including packaging, interior design, illustration, and animation. I was also lead animator on the team and helped develop the brand's sharp animation style. 

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