ASICS
Role: Associate Art Director
Agency: UEG
Scope: Brand Relaunch • Visual Identity System • Campaign Direction • Digital & Experiential

Developed a refreshed visual direction that bridges performance and culture, redefining how GEL technology is communicated. The goal was to evolve ASICS into a more expressive, design-forward brand while maintaining its technical credibility.

Approach
Focused on system-first thinking—designing a framework that could extend beyond a single campaign into a broader brand language. Prioritized scalability, consistency, and adaptability across platforms.

Outcome
Delivered a concept-driven brand relaunch that transforms ASICS from a performance-focused label to a lifestyle-oriented, expressive brand. Demonstrates expertise in scalable design systems, brand strategy, and campaign execution.