Concepting, Art direction, design.
adidas is the official athletic sponsor of US Major League Soccer. They challenged us with creating a visual identity system for their 2013 campaign that was modular enough to feature multiple players, teams, footwear launches, new jersey designs and the energy of each team’s fan base… ALL in the same design. We called our solution PLAY WITH AN EDGE – an idea that visualizes adidas innovation through graphic, geometric "shards" that can magnify both human and product stories in any combination. Our final deliverable was a visual guide that adidas could distribute to any vendor, retail partner or in-house designer that demonstrated how to execute the look and ensure consistency across hundreds of different mediums.