PROJECT
ASICS
OneASICS™ Relaunch & Styleguide
OVERVIEW
OneASICS™ is ASICS’ global membership program. Following a full 2024 creative audit, I spearheaded the visual rebrand and style guide development alongside creative leadership.
ROLE
Creative Audit
01.
Art Direction
02.
Graphic Design
03.
SOLUTION
The project unified graphics, typography, and style guidelines utilizing newly developed Japanese design principles. Branded templates across print and digital ensured global consistency in design, messaging, and tone. The solution delivered a scalable system that strengthened brand recognition, aligned creative teams, and enabled a cohesive OneASICS™ experience worldwide.
I led updates to the OneASICS™ style guide—setting news rules, refining layout, photography, color palettes, typography and assets to provide a stronger creative foundation. The refreshed guide ensures consistency and flexibility across regional programs, empowering teams worldwide to deliver a cohesive, on-brand experience.
Designed for global rollout, the OneASICS™ template suite spans landing pages, e-comm, email, social media, digital ads and print, providing regional teams with adaptable, on-brand tools to deliver consistent messaging and visuals across all channels.
The updated OneASICS™ design system introduces a three-part layout framework for creative implementation; a graphic-led typography, color, and pattern layout; photography-led full-bleed imagery; and split layouts combining photography and color. This system was applied to the newly created reusable templates, giving global teams the flexibility to deliver consistent, impactful visuals with the confidence of staying true to the brand.
