PROJECT
ASICS
ASICS Paris Olympics Concepting
OVERVIEW
ASICS sought a compelling visual identity for the 2024 Paris Olympics. I led conceptual design alongside the Art Director that used Paris as a backdrop, setting the tone for photography, talent, and campaigns across all 2024 touchpoints.
ROLE
Concepting
01.
Art Direction
02.
Graphic Design
03.
SOLUTION
I developed conceptual key visuals to shape photography, talent direction, lighting and design elements. These assets informed landing pages, e-comm, emails, and social content, providing cohesive guidance for all 2024 ASICS campaigns and facilitating their connection with the Paris Olympics.
The process involved curating athletic talent from ASICS’ extensive photography library and integrating them into dynamic, Parisian and European urban environments, creating key visuals that served as a blueprint for location scouting and talent direction across all 2024 campaigns. Alongside creative leadership, I developed innovative full-bleed and split key visual layouts, a dreamy, cinematic photography style, and accompanying visual elements—concepts that were approved by global ASICS leadership and became the foundation of ASICS’ 2024 visual identity.
Alongside the key visuals, I developed supporting assets across e-comm, email, and social media—translating the Paris-inspired concepts into tangible, real-world experiences. Each asset maintained and expanded upon the dreamy photography style, layouts and visual elements of the key visuals, ensuring a consistent, immersive brand presence across channels. This served as a guiding blueprint for stakeholders, enabling consistent, scalable application of the Paris-inspired visual identity in future campaigns.
