How do you reposition the Harley Davidson brand in China to appeal to a younger target market? You take the core brand tenets and develop a philosophy and a language that speaks to them. Enter the The Signal Project, an all year creative strategy that creates a satellite series of events and pop-ups, that combines the energy of youth culture with underground music and artistic inspiration, edgy, vibrant, and imossible cool.
For the official China launch of Adidas Boost, I led the creative team to produce the first Adidas Innovation Lab in China. Essentially store-in-store the lab would be a long term initiative to put Adidas front and foremost in consumers minds as an innovative brand. The SIS was so successful that retail sales of the Boost shoes increased by 28% compared to previous sales. The lab itself was carefully programmed to drive sales and customer buy in through carefully developed path to purchase stategies encouraging engagement.
I was approached to to create an identity for the Ascari Lausanne Aviation Group. Considerations encompassed creating a logo lock-up that conveyed emotions of maturity, stability, and progressiveness.