OneASICS Relaunch
At ASICS, we believe in the power of movement to uplift minds and create positive energy, in a community that’s passionate about every step we take—especially in our ASICS shoes and apparel.
With OneASICS™, we want to keep consumers coming back for more—community and gear.
Services
Art Direction
Graphic Design
Year
2022/23
Client
ASICS
Associate Creative Director (Design)
Sarah Malinconico
Associate Creative Director (Copy)
Michele Axt
The Solve:
Collaborating with the Associate Creative Directors and the OneASICS™ membership team, we spearheaded the relaunch and retooling of OneASICS™ visual identity and tone of voice.
Our main objectives were to simplify the creative approach and branded elements for OneASICS™, develop a messaging hierarchy that aligns with the ASICS Sound Mind, Sound Body brand and supports our OneASICS™ purpose, develop a strategic motion-inspired pattern and simplified color palette, integrate photography that highlights and celebrates community and positive benefits of membership, and create more variety in the typography for promotional messaging.
The results produced an impactful visual story that is uniquely OneASICS™. We created a look that differentiated the membership program from ASICS product campaigns. I also developed templates and graphic elements that the ASICS creative team could use to help streamline project timelines and maintain visual consistency across the OneASICS™ ecosystem—online and in-store.
OneASICS™ Photography Style
The new photo direction captures all the moments of the consumer journey and what it means to be part of the ASICS community. Photography is authentic, minimalist, and reflects real environments across performance running, tennis, and sportstyle categories.
Move Pattern
This new pattern was created to be an accent for photography and graphics—only to be used in the OneASICS™ ecosystem. It can be fully opaque or at a 10% transparency for flexibility across different background treatments while maintaining visual consistency across all assets. Its placement is also strategic—anchoring to the bottom-left corner of the asset—to streamline the design process and, again, create a repetitive and visually consistent graphic that is recognizable.
In Practice
We developed evergreen assets and digital templates for global use among ASICS regions. The results—a streamlined visual and tonal experience across all assets, such as e-commerce homepage banners, emails, in-store signage, and an assortment of eye-catching paid and organic social media materials. ASICS's membership team loved our new approach, and the creative team was thrilled with our streamlined approach to building these assets.
Creative Summary
A bird’s-eye-view of the OneASICS™ creative suite of assets across e-commerce, email, paid and organic social, and in-store retail.