For the launch of their new watch line, adidas originals needed a visual center that would speak to their audience of creators while flexing to tell the stories of 4 unique watch franchises. Using the original’s brand as a starting point, I lead the team to create a visual identity that could feel simultaneously nostalgic and modern. We balanced brand cohesion with franchise personality by designing core brand principles that could vary in their expression. The result is a system that can flex across multiple styles, seasons, and brand stories.
Line launch strategy