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Case Studies } Creative Direction

Rebook - RBK

RBK products are designed with cutting-edge technology and innovation to enhance performance and comfort. Whether it's running shoes with responsive cushioning or moisture-wicking apparel that keeps athletes dry and focused, RBK ensures that every product meets the high standards of its global sportsperson clientele.

Platform:  *Outdoor, indoor, e-commerce, retail stores...

Scope: *Brand Research  *Visual Design  *Creative Direction

Challenge

Creative direction for a brand like Reebok, targeting a global audience of sportspersons aged 16 to 60, with the tagline "Legends gets even better," would require a strategic approach that balances innovation with heritage, athleticism with style, and inclusivity with aspirationalism. Create a seamless and immersive brand experience across digital and physical touchpoints, including e-commerce platforms, retail stores, and social media channels.​

Discover

  • Conduct comprehensive market research to understand the evolving trends in sportswear, fitness culture, and lifestyle preferences across different regions.

  • Analyze Reebok's brand history, identifying iconic moments, successful campaigns, and core values.

  • Study the target audience's demographics, psychographics, and behavior patterns to gain insights into their preferences and aspirations.

  • Refine Reebok's brand identity to resonate with the target audience while staying true to its core values.

  • Modernize the brand's visual language, typography, and color palette to reflect a dynamic and inclusive spirit.

  • Incorporate elements that evoke the essence of athleticism, empowerment, and achievement to align with the tagline "Legends get even better".

Define

  • Brainstorm creative concepts that celebrate the journey of athletes across generations, highlighting their evolution and continuous improvement.

  • Explore narratives that showcase the diverse range of sports and activities embraced by the target audience, emphasizing inclusivity and versatility.

  • Develop visual and thematic concepts that convey the idea of progress, resilience, and excellence, reinforcing the tagline's message.

Design

  • Collaborated with designers to translate the chosen concept into compelling visual assets, including logo variations, brand imagery, and campaign materials.

  • Experiment with innovative design techniques and materials to create products that offer performance-driven functionality without compromising on style.

  • Ensure consistency across all touchpoints, from product packaging to retail environments, to reinforce brand recognition and coherence.

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Color Palette:

  • Selected a versatile color palette that appeals to both younger and older demographics.

  • Incorporated bold, vibrant colors to energize the brand's visual presence and capture attention.

  • Balance these with more subdued tones for sophistication and versatility in design applications.

 

Typography:

  • Choosen fonts that are legible, modern, and versatile across various mediums and languages.

  • Experiment with typography effects such as bold, italic, or custom lettering to create visual interest and convey the brand's personality.

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Imagery and Graphics:

  • Utilize high-quality, dynamic imagery featuring athletes of different ages, genders, and sports disciplines.

  • Incorporate graphic elements that symbolize motion, speed, and strength to reinforce the brand's association with athleticism and performance.

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Packaging and Product Design:

  • Apply the visual design principles to packaging and product design, ensuring consistency with the overall brand identity.

  • Prioritize functionality, durability, and innovation in product design while maintaining aesthetic appeal.

 

Digital and Physical Brand Experience:

  • Create a seamless and immersive brand experience across digital and physical touchpoints, including e-commerce platforms, retail stores, and social media channels.

Design Execution

  • Outdoor Advertising (ATL):

    • Billboards strategically placed in urban areas, near gyms, sports arenas, and high-traffic locations.

    • Digital screens in public transportation hubs like subway stations, airports, and bus stops.

    • Larger-than-life posters on the sides of buildings in major cities worldwide.

    • Vibrant and dynamic displays showcasing Reebok's latest sports apparel and footwear, highlighting the brand's commitment to innovation and performance.

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  • Below-the-Line Advertising (BTL):

    • Engaging social media campaigns on platforms like Instagram, Twitter, and TikTok, leveraging popular sports influencers and athletes to promote Reebok products.

    • Interactive pop-up events in key cities where consumers can experience Reebok's products firsthand, participate in fitness challenges, and meet celebrity athletes.

    • Collaborations with fitness centers and sports clubs to host workshops and training sessions led by Reebok-sponsored athletes.

    • Personalized email newsletters and targeted online ads to reach specific demographics within the 16-60 age range, focusing on their interests and sports preferences.

Throughout the process, the focus would be on inspiring and empowering athletes of all ages and backgrounds to push their boundaries, embrace their potential, and realize their aspirations, reinforcing Reebok's position as a brand that champions the spirit of athleticism and celebrates the journey of legends, past, present, and future.

 Design Outcome

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