Asics — What the Gel
Role: Associate Art Director | Designer
Agency: UEG
Scope: Campaign Concept • Visual Identity • Digital & Social • Brand Exploration

“What the Gel” reimagines performance footwear as a canvas for individuality—highlighting contrast, disruption, and energy. The visual system embraces bold color combinations and fragmented layouts to reflect the unpredictability and intensity of movement.

Approach
Focused on building a modular design system that could flex across multiple applications while maintaining a strong visual identity. Emphasized hierarchy, contrast, and rhythm to create movement within static compositions.

Outcome
Produced a concept-driven campaign that demonstrates how ASICS can expand beyond performance into expressive, culture-driven storytelling. Showcases ability to build visual systems and campaign directions from concept through execution.