Faster Than_

adidas / Faster Than_

Creating the visual identity for adidas’ largest running campaign of 2020

adidas’ Faster Than_ campaign focuses not on athletes but on everyday heroes. In order to communicate the idea of the democratization of running, we created a diverse visual language including custom typography, colors and textures that referenced different ways in which individuals related to running in their own lives.

The biggest challenge was the need to come up with a visual system that linked the various types sneakers, personalities and media channels together under the name of Faster Than_ , while still allowing room for each to have their own distinct look and feel.

Our extensive explorations, which were influenced by the materials of the sneakers themselves, the ethos of the runners we worked with, and the themes of lightness and speed, resulted in a broad yet consistent graphic language that can be easily adapted across the Faster Than_ category.

The design process also included the selection and post-production of the photography used throughout the campaign. One of the coolest aspects of the project was working with dynamic images shot in Shanghai, Athens, Los Angeles and Lisbon.

All of this work results in an extensive design toolkit which outlines how the design, films, photography and graphics that we create are to be used in various print and digital formats. It’s amazing to see how our work is then translated into retail installations in adidas stores, graphics for the Berlin marathon, social media posts by adidas runners and athletes, as well as print and digital advertisements in key cities around the world.

I worked with a fantastic team at TBWA on this project. Much thanks to Andre, Thomas and Michael for the creative direction, Lot for her wonderful typography, and Maria and Mike P. for their excellent attention to detail and dedication.

Strategic HR

Strategic HR

Giving form to a consultants deep cache of knowledge

Ed Krow is a veteran HR Strategist, with a unique, no-nonsense, direct approach to Human Relations. But this doesn’t mean he is unfriendly. In fact, Ed is quite the opposite. He makes sure that he leaves each client better off than when he found them by bringing his authoritative yet approachable style to each job.

Ed wanted to collect the years of lessons and knowledge he had gained through collaborations with Fortune 500 companies and small business into one place. I worked closely with Ed to help him plan out and design his first book, Strategic HR, handling all aspects from sketching, design and pre- and post-production. The elegant and bold aesthetic I developed, utilizing striking typography and slick, contemplative layouts, gave shape to Ed’s thoughts and insights into the world of working with organizations and enabling them to create the best possible relationships with their employees.

PSFK

PSFK

Imagining the future of a company whose primary activity is imagining the future

PSFK is a curator of insights and data about innovations in the retail experience space. Through their extensive research, they deliver business intelligence to brands and agencies, enabling their clients to deliver a winning customer experience. They provide access to an extensive database, newsletters, reports, events and on-demand research and consulting.

However, PSFK had significantly matured since their founding over 15 years ago. The company was at a point where they wanted a major refresh, and needed help figuring out which path they should take

Before I could recommend a design solution to this question, I needed to understand the problem better. I interviewed stakeholders, gathered information about PSFK, highlighted interesting Google analytics, learned about the clientele, and about the competition. By doing this, I was able to name the demons that plagued PSFK’s user experience.

It became clear that in order to effectively inspire clients, PSFK must continue to innovate their own products and services. How could PSFK clearly position itself as hybrid curators and researchers, highlighting their unique intuition and in-depth research methodologies? How could PSFK expand the opportunity space, stay ahead of competition and best utilize its existing resources to differentiate the brand in a highly saturated marketplace?

This process resulted in an in-depth discovery document that revealed that their central tension was the need to decidedly break away from the editorial legacy of the PSFK website and re-imagine themselves as the lead procurers of data and AI driven business intelligence.

I addressed these questions through a redesign of the UX and UI of the site,  and a reorganization of the overall site architecture. PSFK wanted a more high-end user experience that would be less obtrusive and have a more elegant and less sales-y use of pop-ups. The new UX and UI is refined and elegant, while maintaining a friendly and approachable spirit of engagement that is more boutique and made to order.

A cohesively implemented graphic identity (which retains the legacy color purple) and modern user interface changed the overall perception of PSFK, further contributing to a pleasing and effective user experience. By better showcasing PSFK’s extensive database and network, I enabled clients to search and utilize search results in a more dynamic and customized manner.

I also helped PSFK better define the purpose of the site, by making it clear exactly what PSFK does, especially to a potential client visiting the site for the first time. Through completely new wire frames and design sketches, as well as tweaks and adjustments to existing pages, we highlighted the depth of PSFK’s research, its methods for generating this research, and its extensive network and industry connections.

Building on the strategy and design work for the website, I also helped PSFK design their 2019 annual report, The Future of Retail.

Project

Services

Industries

1 Faster Than_

Global Advertising Campaign

Adidas Running

2 Carbon Social Club

Identity Design

Podcast

3 PSFK

Digital Design & Strategy

Trend Forecasting

4 256

Digital Design & Strategy

Gaming

5 Good For One Fare

Installation and Book

Self-Initiated

6 Strategic HR

Book Design

Strategy & Business

7 Adidas Ultraboost 19

Global Advertising Campaign

Running Sports

8 City as Character

Book Design

Self-Initiated

9 Asian Arts Initiative

Book Design

Arts & Culture

10 Kill Screen

Digital Design & Strategy

Gaming

11 The World by Train

Book Design

Self Initiated

12 Next City Anniversary

Editorial Design

Urbanism

13 An Inaccurate, Incomplete and Absolutely True History of the City of Philadelphia

Installation and Publication

Self-Initiated

14 Philagrafika

Book Design

Publishing

15 Michael Snow / Photo-Centric

Book Design

Arts & Culture

16 LoDown x Radical Cutup

Editorial Design

Fashion, Arts & Culture

17 The Pool

Graphic Identity

Fashion

18 The World Stage

Strategic Design, Publishing

Non-Profit

19 Next City

Strategic Design

Urbanism

20 Akustikplatten

Identity Design

Music

21 Heartworm Press

Book Design

Publishing

22 Letting Go

Book Design

Arts & Culture

23 Steve Powers

Strategic Design, Publishing

Art

24 The Stumbling Present

Book Design

Arts & Culture

25 Swindle

Art Direction, Design

Arts & Culture, Fashion

26 Common Touch

Art Direction, Book Design

Arts & Culture

27 City Limits

Art Direction, Design

Urbanism, Publishing

28 Minimal Risk

Graphic Identity

Fashion

29 Riverview

Web Design, Graphic Identity

Real Estate

30 Fels Policy Research Initiative

Web Design, Graphic Identity

Education

31 Red Collective

Graphic Identity

Real Estate

32 Room 21

Web Design, Graphic Identity

Arts & Culture

33 ICPH

Web Design

Non-Profit