Sports
Services offered
Brand management, strategy and visual design of communication campaign
Vitrinism
Location
Bogotá, Colombia
Date
2017
ASICS Colombia – The entire visual and design campaign was carried out for the “ASICS Circuit”, an athletic circuit that includes 3 races that will take place outdoors, with the beautiful Colombian landscapes as protagonists, which is why this color palette was selected.
The challenge
The inspiration for the illustration came from what one sees when running: when you run you see flashes of lights and indefinite shapes that follow you all the way. These shapes together create the image of ASICS shoes in a running position. It was important to highlight the characteristic lines of the shoes to create a clear identification of the product from a distance. The application of the graphic varies depending on the part.
The strategy
Designed pieces
[OFFICIAL T-SHIRT]
[FLYER]
[PARADE]
[CHIP]
[GO ADVERTISING]
[CD]
Various print media were produced as information vehicles, posters were posted at bus stops, and a sales brochure was produced with sponsorship packages for customers.
Second Campaign
The concept of “COLORS THAT RUN” comes directly from the Marketing department of ASICS U.S.A., which directs everything for Latin America with sales guides to market the product. However, the visual interpretation and others remained under my responsibility and control. The shoe in the campaign is called the Noosa Tri 8, and its main feature is its reflective and bright colors; it looks like it had multi-colored paint stains on it. From this concept arise all the elements to create the campaign, from print media (magazines and gossip), to the creation of striking showcases at points of sale and POP material.
Point of sale
display
Buckets of paint and ribbons were used as supporting elements to display the shoes within the point of sale and stand out from the rest. As a complement, there are the “footprints” of paint stains that are both on the floor and in the areas assigned to the brand. The idea was to create small spaces with a lot of
color inside the store so that when the customer entered, his eyes went directly there and he could get closer to see this new shoe. The campaign had a lot of impact and memory among consumers, who still asked after it was finished about the “shoes with colored spots”.
See project